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 15th Annual Edition
'Buying Power of Black America' report breaks down billions in expenditures

Black consumers are responding to tighter economic condition by focusing more of their spending on items and services that improve their homes and lifestyle. That's one of the trends revealed in the 15th annual report, "The Buying Power of Black America," published by Target Market News. The report analyzes spending for black households in 2008 and finds that African-Americans...
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 Black Stats  
Frequently requested data on African American consumers

Black Buying Power:
 $803 Billion (2008)

Black U.S. Population:
 41.1 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 $166.3 bil.
 - Food $65.3 bil.
 - Cars/Trucks $31.5 bil.
 - Clothing $26.9 bil.
 - Health Care $23.9 bil.

Click here for more stats from "The Buying Power of Black America."
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U.S. Census 
Bureau Data

Click here to go to African-American Census Bureau data

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Lincoln MKX Crossover targets black women in new UniWorld ad campaign

(October 18, 2010) Lincoln has unveiled a new urban advertising campaign for the 2011 Lincoln MKX crossover, a move designed to expand the brand's efforts to differentiate the new Lincoln product in the luxury auto market. The "Touch Me All Over" campaign intends to show consumers that the Lincoln of today is both sexy and smart.

The campaign, which was created by the UniWolrd Group, features TV, print, radio and digital executions that are designed to appeal to upwardly mobile women in the urban market, with TV spots appearing on such media outlets as BET, TV-One, The Gospel Music Channel and CNN

Research showed an especially strong appeal for the MKX among African-American women. As a result, several experiential marketing programs will be introduced in 2010 and 2011 to support the campaign.

"This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX," said Shawn Lollie, Lincoln multicultural marketing manager. "We're going to really highlight how Lincoln products are an extension of a person's life -- in this case a successful African American woman's, -- and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings."

The TV spot, which was shot in and around Los Angeles, features beauty images of the vehicle while showcasing some of the technology found on the Lincoln MKX, such as MyLincoln Touch driver connect technology, which comes standard on Lincoln MKX.




In the ads, which begin airing today, the actress is seen using her MyLincoln Touch technology to locate a friend's party on a yacht after finding out she has just been named partner for her law firm. As she drives along she activates SYNC to locate her favorite song, smiling and thinking to herself that she has it all, including the vehicle to go along with her luxurious lifestyle.

The new print ads also follow the "Touch Me All Over" campaign theme and are designed to focus on MyLincoln Touch driver connect technology while also providing a full view of Lincoln MKX. The ads will appear in Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.

"We chose to spotlight the fact that the Lincoln MKX is more than a vehicle; it's an extension of a woman's lifestyle," said Lollie. "It's not just a vehicle for flash; it's a vehicle that offers substance."


Go to Target Market News homepage

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