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The Resource Advertising and marketing to the new majority, Gail Baker Woods

Advertising and marketing to the new majority, Gail Baker Woods

Label
Advertising and marketing to the new majority
Title
Advertising and marketing to the new majority
Statement of responsibility
Gail Baker Woods
Creator
Subject
Genre
Language
eng
Summary
  • "Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target marketing to ethnic groups." "The cases that follow vividly illustrate the different ways in which executives shaped their strategies in light of these issues and their marketing goals. Drawn from many different American corporations, these cases cover a range of consumer products from paper towels and trucks to life insurance. Each case is examined in terms of the company profile, campaign goals, concept/theme, execution, and results." "At the end of each case, a "View from the Top" profiles or interviews an industry executive to get his or her experienced views. Throughout the book, recent examples and insights from professionals provide you with inside information on target marketing, and how you can succeed in a changing marketplace."--Jacket
  • "Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target marketing to ethnic groups." "The cases that follow vividly illustrate the different ways in which executives shaped their strategies in light of these issues and their marketing goals. Drawn from many different American corporations, these cases cover a range of consumer products from paper towels and trucks to life insurance. Each case is examined in terms of the company profile, campaign goals, concept/theme, execution, and results." "At the end of each case, a "View from the Top" profiles or interviews an industry executive to get his or her experienced views. Throughout the book, recent examples and insights from professionals provide you with inside information on target marketing, and how you can succeed in a changing marketplace."--BOOK JACKET
Cataloging source
DLC
http://library.link/vocab/creatorName
Baker-Woods, Gail
Illustrations
illustrations
Index
index present
LC call number
HF5813.U6
LC item number
W635 1995
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/subjectName
  • Advertising
  • Marketing
  • Minority consumers
  • Ethnic groups
  • Advertising
  • Marketing
Label
Advertising and marketing to the new majority, Gail Baker Woods
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Introduction to ethnic advertising and marketing -- The evolution of ethnic advertising -- Ethnic consumer behavior -- The legal and social environment -- New campaign dresses up old product -- Corporate giant toots its horn to gain ethnic consumers -- Paper company attempts to clean up Hispanic audiences -- Company seeks Asian consumers to insure continued growth -- Uptown cigarettes blow up before they're lit -- Colleges unite to save minds -- Honda strikes a chord with black college students -- Liquor company closes the gap between east and west -- Food store finds gold in Hispanic community -- The big brew ha ha over malt liquor -- Tarzan trades in trees for Toyota truck
Control code
30779452
Dimensions
24 cm
Extent
x, 182 pages
Isbn
9780534241926
Lccn
94027899
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
Label
Advertising and marketing to the new majority, Gail Baker Woods
Publication
Bibliography note
Includes bibliographical references and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Contents
Introduction to ethnic advertising and marketing -- The evolution of ethnic advertising -- Ethnic consumer behavior -- The legal and social environment -- New campaign dresses up old product -- Corporate giant toots its horn to gain ethnic consumers -- Paper company attempts to clean up Hispanic audiences -- Company seeks Asian consumers to insure continued growth -- Uptown cigarettes blow up before they're lit -- Colleges unite to save minds -- Honda strikes a chord with black college students -- Liquor company closes the gap between east and west -- Food store finds gold in Hispanic community -- The big brew ha ha over malt liquor -- Tarzan trades in trees for Toyota truck
Control code
30779452
Dimensions
24 cm
Extent
x, 182 pages
Isbn
9780534241926
Lccn
94027899
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations

Library Locations

    • Ellis LibraryBorrow it
      1020 Lowry Street, Columbia, MO, 65201, US
      38.944491 -92.326012
    • Journalism LibraryBorrow it
      102 Reynolds Jrnlism Institute, Columbia, MO, 65211, US
      38.947290 -92.328025
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