TITLE

Marketers lose out by ignoring ethnic segments

AUTHOR(S)
Climons, Steve; O'Connor, David
PUB. DATE
May 1999
SOURCE
Advertising Age;5/10/1999, Vol. 70 Issue 10, p40
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article contends that many mainstream marketers in the U.S. are losing out on valuable share of market because their mainstream advertisements do not communicate to the entire marketplace. According to the authors, marketers still treat the makeup of the consumer mainstream market the way it was after World War II. Most of today's general-market advertisements still focus on only one audience. The article ends by suggesting what steps these U.S. mainstream marketers need to take to garner significantly more share of the market for mainstream advertising efforts.
ACCESSION #
1870669

 

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