A world of differences: when marketing to minorities, selecting the right media is as important as developing the right creative

Article Abstract:

Marketing to minorities has developed greatly since the mid-1970s, as businesses have begun to realize the size of these markets, and marketers have learned which media most effectively target specific minority groups. Direct-response advertising can effectively reach Hispanic-Americans, as well as specific Asian-American communities because it can be tailored to suit the linguistic needs of these groups. Electronic media effectively reaches African Americans, and print advertising is an effective tool for marketing to gays and lesbians.

Media Selection, Demographic aspects, Marketing industry, Media buying services, Minorities as consumers, Minority consumers, Advertising expenditures

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Building bridges

Article Abstract:

Advertisers should realize that the follow-up to their initial advertising message plays an important part in generating sales. Advertisements should highlight a phone number or some other means by which a prospective customer can request more information. The follow-up materials from an advertiser then should be informative and persuasive and use a deadline or some other motivation to compel a purchase by a customer. The technique is more applicable to some goods and services than to others.

Planning, Advertising campaigns, Excerpt, The New MaxiMarketing (Book)

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Trailblazers: early adopters can help get your new product off the launchpad. Your database can help you find them

Article Abstract:

When marketing a new product, it is useful to begin by identifying and targeting those most likely to try it. These early buyers will serve to draw other customers into the market. This is true as well of business-to-business sales. Information in a customer database will help identify early buyers; various classifications have been developed which make the distinction easier to spot.

Methods, New products, Product introduction, Target marketing

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