1. Advertising and the Black Community.
- Author
-
Cohen, Dorothy
- Subjects
MARKET segmentation ,BLACK people & mass media ,BLACK people as consumers ,DIVERSITY in the workplace ,SOCIAL responsibility of business ,AFFINITY groups ,RACE discrimination ,STUDY & teaching of advertising ,MARKETING education ,EDUCATION - Abstract
An opportunity exists for advertising to improve its social image by giving more attention to the black community. The potential contributions of advertising lie not only in increased employment of blacks in advertising, but also in applying a market segmentation strategy which recognizes the heterogeneity of the black community. [ABSTRACT FROM AUTHOR]
- Published
- 1970
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