Altarations
Article Abstract:
The number of marriages in the U.S. each year has been rising steadily since 1970, but the demographic characteristics of the couples getting married have been gradually changing. The average age of a groom has risen from 22.5 in 1964 to 25.5, and the average age of a bride is 22, compared to 20 in 1964. The average income of the couples is between $39,700 and $40,400, and they are spending more than ever on their weddings and are primarily interested in the quality of the products they buy or are given. Sterling silver and china companies are using marketing approaches to newlyweds which suggest that these products should be used on a regular basis rather than just on special occasions. Computerized bridal registries have expanded beyond department stores to book, liquor, and gourmet food stores. Also, marriage is no longer just a seasonal practice,so that year-round marketing efforts are needed.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1986
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Por que no se anuncian ellos con nosotros?
Article Abstract:
Despite the 18 million Hispanic Americans who have an aggregate buying power of $124 billion per year, many marketers have overlooked this market segment. This is especially true of the cosmetics industry; market research has demonstrated that Hispanic women use cosmetic products extensively, yet major cosmetic companies such as Lancome and Revlon have consistently refused to advertise in Spanish language publications and broadcast media. Representatives of these companies cite a variety of reasons for not pursuing the Hispanic market segment: products are targeted for upscale(Anglo) consumers, advertising in both the English and Spanish editions of a magazine would be redundant, and products are targeted to appeal to people across ethnic groups. Avon, which has pursued the Hispanic market aggressively, has approximately 27 percent of the market share for this ethnic group.
Publication Name: Madison Avenue
Subject: Business
ISSN: 0024-9483
Year: 1986
User Contributions:
Comment about this article or add new information about this topic:
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