TITLE

Make it personal

AUTHOR(S)
Burrell, Thomas J.
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, ps18
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the increased number of media outlets that target narrow demographic segments. Finely tuned niche marketing will be more important than ever in the next decade as traditional demographic modes become overshadowed by individual psychographics. According to U.S. Census Bureau estimates, African American, Hispanic and Asian population growth will continue to outpace that of whites. As the white segment loses its majority status and as the U.S. population becomes increasingly multiracial and multicultural, lines of demarcation are going to blur. Marketers will need to partner with agencies that do more than simply specialize in ethnic marketing. Effective agencies that have to be technologically savvy to understand and capitalize on the dynamics of the evolving marketplace.
ACCESSION #
2781711

 

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