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Lattimer Comm Study: Black women say advertisers don't know how to talk
10, 2009) Eighty-six percent of African-American women say that
advertisers need to do a better job of talking to them, according to the
Lattimer Communications study, "A Profile of Today's Black Woman"
released today. Advertisers need to re-evaluate their marketing
campaigns targeting this important segment.
"A Profile of Today's Black Woman" also revealed that most industries
can do a better job in marketing to African-American women especially
categories like Automotive, Banking/Financial, Travel,
Healthcare/Pharmaceutical, and Fast Food.
The national study was developed and fielded in collaboration with The
Bantam Group, a leading market research agency. The study is the first
of its kind to examine attitudes and consumer behaviors for
African-American women with the hopes of developing psychographic
"We felt that we needed to finally give a voice to African-American
women who have so often been silenced and misrepresented due to
stereotyping and deemed one-dimensional," said Sarah Lattimer,
President, Lattimer Communications. "Inspired by First Lady Michelle
Obama and the fact that there are so many other Black women like her
whose stories often go untold, we wanted to provide research that would
identify profiles of African-American women."
Through their study, Lattimer Communications was able to build six
psychographic profiles of African-American women: Achievers; Fledglings;
Tag-A-Longs; Self-Sufficients; Traditionals; and Cynics. Through the use
of these profiles, advertisers will be better able to target marketing
campaigns to those specific Black women who may be interested in their
product or service.
"These six profiles are proof that Black women are, in fact,
multi-dimensional. Advertisers cannot target the African-American female
without determining what profile she falls into in order to determine
specific and engaging marketing strategies," said Lattimer. "Advertisers
who think that they can target all Black women the same way are sorely
mistaken. Historically, this is what's been done but through our
research you can see that this is not effective."
In March, Lattimer Communications will launch a blog, "MochaLatti," to
continue to engage African-American women across the country. This
invitation-only blog will serve as a place where Black women can be
heard in a society where they are often misunderstood.
A national research study among African-American women ages 18+ was
conducted via focus groups and an online survey between October and
December 2008. The first phase consisted of four focus groups among
women from the same age group with a pre-existing relationship during
which participants discussed their views on a wide range of topics from
family to faith. The second phase consisted of 1,000 online interviews
among Black women ages 18+ with a household income of $25,000+ in which
participants were asked general and industry specific attitudinal and
behavioral questions. For more information on the study, please call
Lattimer Communications is an 11-year-old, full-service advertising and
public relations agency specializing in developing marketing
communications programs for multicultural consumer groups such as
African-Americans, Females and Latinos. Past and current clients
include: Georgia Power Company; SunTrust Bank; The Coca-Cola Company;
Mrs. Winner's Chicken & Biscuits; among others. For more information,
please call 404-526-9321 or visit
The Bantam Group is a buyer insight firm, providing market research and
account planning services for mid size advertising and public relations
agencies. For more information, please call 404-815-9331 or visit
Latest Buying Power report shows spending up in major categories The
14th annual edition of "The Buying Power of Black America" has been released
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According to the newest edition of "The Buying Power of Black America,"
there is growth in a number of major product categories despite that
slowdown in overall consumer purchases. Get the details by ordering your cop
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