Marketing with an Urban Mindset
Vicki Powers
Targeting specific marketing campaignsto specific audiences is a no-brainer when it comes to building brand awareness, whether it's green, cause, or urban marketing. The challenge is hitting the target so consumers believe the message is authentic. Procter & Gamble is meeting that challenge. “The My Black Is Beautiful campaign is a prime example of the significance of investing in research to uncover deep ethnic consumer insights,” says Najoh Tita-Reid, associate marketing director of multicultural marketing at P&G. “While we knew that our extensive urban marketing program had the potential to build the...