Advertising and marketing to the new majority
Author(s)
Bibliographic Information
Advertising and marketing to the new majority
Wadsworth Pub. Co., c1995
Available at 6 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
"A case study approach"--Cover
Includes bibliographical references and index
Description and Table of Contents
Description
This text covers the disciplines of advertising and marketing as they pertain to ethnic audiences (primarily African-, Hispanic-, Native- and Asian-Americans). It teaches students to understand how the principles of advertising and marketing are applied to ethnic groups. It is designed to instruct by example. Because it is a case study text, students will have an opportunity to see how industry experts handle the problems. Not all these case studies will be successful, thereby offering students the opportunity to discuss, analyze, and modify failed campaigns based on their knowledge gained from successful ones.
Table of Contents
1. Introduction to Ethnic Advertising and Marketing. 2. The Evolution of Ethnic Advertising. 3. Ethnic Consumer Behaviour. 4. The Legal and Social Environment. Case Studies: Stove Top Stuffing. General Motors. Scott Paper Towel. Metropolitan Life. Uptown Cigarettes. United Negro College Fund. American Honda. Remy Martin. Jewel Food Stores. Power Master/Crazy Horse. Conclusion.
by "Nielsen BookData"