Follow the money

Adam Kleiner

This article discusses how to advertise successfully to the Afro-American market. Some of the areas discussed include: appealing directly to ethnicity; showing respect; using effective segmentation; and taking the trouble to understand the differences between life-stages and income.

Follow the money

Adam Kleiner

When asked toexplain the surging demand for Tide detergent with a touch of Downy, executives at the Procter & Gamble Co. point to the television spot “Nostalgia Dad.” Winner of the grand prize at the 2005 ANA Multicultural Excellence Awards, the commercial portrays an African American man relaxing at home with his son. White curtains billow, atmospheric music plays, and a voiceover delivers product messaging. It's a simple treatment, but the spot scored big points with African American consumers because, unlike typical media portrayals of this market, it shows a comfortable, loving household....

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