Marketing to the African American segment.: An article from: Bank Marketing
Book Details
Author(s)Jamie M. Jamison
PublisherBank Marketing Assn.
ISBN / ASINB00092UO64
ISBN-13978B00092UO65
MarketplaceFrance 🇫🇷
Description
This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on December 1, 1993. The length of the article is 1860 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the supplier: Financial marketers who wish to target the African American market must pay close attention to the cultural differences within this broad and diverse consumer group. As a rule, marketing strategies that highlight a company's respect for African American heritage or stress the company's involvement in community activities are those which are most likely to strike a responsive chord among consumers in this market segment. Guidelines that financial marketers may follow when planning advertising campaigns targetted at African Americans include emphasizing realistic messages and providing clear-cut specifics on the value of products being promoted. Other pointers for dealing with this market segment are running advertisements in both the general media and the specialized African American media and focusing on products that are within the economic reach of the specific target market.
Citation Details
Title: Marketing to the African American segment.
Author: Jamie M. Jamison
Publication:Bank Marketing (Magazine/Journal)
Date: December 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n12 Page: p21(3)
Distributed by Thomson Gale
From the supplier: Financial marketers who wish to target the African American market must pay close attention to the cultural differences within this broad and diverse consumer group. As a rule, marketing strategies that highlight a company's respect for African American heritage or stress the company's involvement in community activities are those which are most likely to strike a responsive chord among consumers in this market segment. Guidelines that financial marketers may follow when planning advertising campaigns targetted at African Americans include emphasizing realistic messages and providing clear-cut specifics on the value of products being promoted. Other pointers for dealing with this market segment are running advertisements in both the general media and the specialized African American media and focusing on products that are within the economic reach of the specific target market.
Citation Details
Title: Marketing to the African American segment.
Author: Jamie M. Jamison
Publication:Bank Marketing (Magazine/Journal)
Date: December 1, 1993
Publisher: Bank Marketing Assn.
Volume: v25 Issue: n12 Page: p21(3)
Distributed by Thomson Gale
