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 ORDER THE WORKBOOK!

 
Weren't able to attend the Marketing to African-Americans with Excellence (MAAX) Summit? Order the workbook which contains hard copies of the presentations made by some of the nation's top experts on the Black consumer marketing, including:

Arbitron
GlobalHue
Google
Hunter-Miller Group
Nia Enterprises
Nielsen Company
R. L. Polk
Radio One
Starcom MediaVest Group
U.S. Census Bureau
...and more


Click here to order
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 Black Stats          
Frequently requested data on African American consumers

Black Buying Power:
  $744 Billion (2006)

Black U.S. Population:
  38.3 million

Top Five Black Cities
  - New York
  - Chicago
  - Detroit
  - Philadelphia
  - Houston

Top Five Black Metros:
  - New York-New Jersey
  - Washington-Baltimore
  - Chicago-Gary
  - Los Angeles
  - Philadelphia

Top Five Expenditures:
 - Housing $121.6 bil.
 - Food $59.2 bil.
 - Cars/Trucks $32.1 bil.
 - Clothing $27.7 bil.
 - Health Care $17.8 bil.

Click here for more stats from "The Buying Power of Black America."
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Get quick access to key
U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data

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(c) 2009 by
Target Market News Inc.

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ARF seeks successful marketing case studies for new multicultural research initiative

(July 21, 2009) The Advertising Research Foundation has announced an Initiative focused on exploring the value of targeted multicultural advertising compared to spending on "general market" advertising. The goal is to discover empirical generalizations to guide advertisers to more effectively reach these growing multicultural market segments.  The initiative was presented by ARF board member, Ronald Franklin, President and Executive Producer of NSightsWorldwide, LLC and representing GlobalHue, at the recent Marketing to African-Americans with Excellence (MAAX) Summit.

Among the goals of the effort are to establish the ARF as the leading organization providing a scientific approach for guiding decision-making on contemporary multicultural marketing opportunities and problems.

"We want to develop marketing models that confirm the value of multicultural consumers and allow marketers to determine the ROI of their targeted efforts," said Franklin. "The industry needs uniformity of measurement by vendors."

The organization is developing a three-year program that will show it is good business to invest marketing dollars to specifically address multicultural segment opportunities.

Founded in 1936, the ARF is an open forum that encompasses a diverse group of experts from all walks of marketing life.  From Fortune 500 companies to research practices, ARF members include more than 400 advertisers, advertising agencies, associations, research firms and media companies.

As part of the multicultural initiative, the ARF is gathering case studies of brands that have done it "right" and that illustrate how to seize the multicultural opportunity. Companies that have case studies to contribute should contact Mr. Ronald Franklin, President, NSightsWorldwide LLC, at ronfranklin1@aol.com or call 248-302-5968.


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Target Market News
Congratulates the
Recipients of the 2009



Advertising Executive
of the Year
CLIFF FRANKLIN

CEO
FUSE Advertising


Media Executive 
of the Year
LOUIS CARR
President. Broadcast
Media Sales
BET


Marketing Executive
of the Year
CRYSTAL WORTHEM
Multicultural Marketing Manager
Ford Motor Co.


Research Executive
of the Year
ESTHER FRANKLIN
Executive Vice Pres.,
Director of Cultural Identities
Starcom Mediavest  Group


Public Relations Executive
of the Year
KIM HUNTER

President / CEO
LAGRANT COMMUNICATIONS


Lifetime Achievement Award
JOHNATHAN RODGERS

President
TV One






"UNDER THE INFLUENCE"

Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture

By Erin O. Patten

Hip-Hop culture has had a profound impact on marketing in the past two decades and it provided an intersection for brands, sports, and popular culture. Erin O. Patton documents this impact in his new book, Under the Influence--Tracing the Hip-Hop Generation's Impact on Brands, Sports, & Pop Culture. 

Adam Graves, senior vice president of Deutsch Advertising says of Under the Influence and Patton: "If there are any marketers out there that still think they can ignore the urban market they'd better think again...This isn't just a book for so-called urban marketers; this should be mandatory reading for every marketer in the country."

Click here to order



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