THE DILEMMA OF "INTEGRATED" ADVERTISING: INTRODUCTION

THE DILEMMA OF "INTEGRATED" ADVERTISING: INTRODUCTION

THE marketer wishing to effectively reach the so-called Negro market-- estimated to consist of 23 million consumers spending $30 billion--is faced with a number of unique problems and dilemmas. For one thing, there are a number of problem areas which relate to overall marketing strategy.

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:The Journal of business (Chicago, Ill.) Ill.), 1969-10, Vol.42 (4), p.477
1. Verfasser: Barban, Arnold M
Format: Artikel
Sprache:eng
Schlagworte:
College students
Consumers
Consumption
Marketing
Race
Television advertising
Television programming
White people
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
Beschreibung
Zusammenfassung:THE marketer wishing to effectively reach the so-called Negro market-- estimated to consist of 23 million consumers spending $30 billion--is faced with a number of unique problems and dilemmas. For one thing, there are a number of problem areas which relate to overall marketing strategy.
ISSN:0021-9398
1537-5374