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Black Consumers Attitudes toward Advertising - US - July 2014

"Many marketers are shifting their dollars away from the Black consumer segment, while others are moving their initiatives away from traditional to digital. Since Blacks are receptive to advertising and want to see more targeted to them, they are paying attention to which companies demonstrate a sincere commitment and understand the cultural nuances. For now, marketers may not feel the pinch, but what are the long-term effects?"
– Tonya Roberts, Multicultural Analyst

This report looks at the following issues:

  • Is targeted advertising still relevant?
  • Which advertising media are most effective at reaching Black consumers?
  • What will marketers need to do to attract Black Millennials and men?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                    • The US Black population
                      • The consumer
                        • General attitudes toward advertising
                          • Figure 1: Attitudes and receptivity to targeted advertising, by generation, May 2014
                          • Figure 2: Attitudes and receptivity to targeted advertising, by generation, May 2014
                        • Effectiveness of media on the purchase funnel
                          • Figure 3: Effectiveness of TV ads, sponsorships, billboards, magazine ads, and direct mail/circulars, May 2014
                        • Effective advertising styles
                          • Figure 4: Reactions toward different types of ad styles, May 2014
                        • Impact of television ads on the purchase funnel
                          • Receptivity to brand integration and movie theater ads
                            • Receptivity to radio ads
                              • Receptivity to print ads
                                • Receptivity to outdoor ads
                                  • Receptivity to online ads
                                    • Effectiveness of sponsorships
                                      • Receptivity to mobile ads
                                        • Effectiveness of social media advertising
                                          • Industry leaders
                                            • What we think
                                            • Issues and Insights

                                                • Is targeted advertising still relevant?
                                                  • The issues
                                                    • The implications
                                                      • Which advertising media are most effective at reaching Black consumers?
                                                        • The issues
                                                          • The implications
                                                            • What will marketers need to do to attract Black Millennials and men?
                                                              • The issues
                                                                • The implications
                                                                • Trend Application

                                                                    • Mintel Trend: The Real Thing
                                                                      • Mintel Trend: Moral Brands
                                                                          • Figure 5: Converse – “Highways Color Reclaim,” 2013
                                                                        • Mintel Futures: Generation Next
                                                                        • Profile of the US Black Population

                                                                            • Key points
                                                                              • Buying power
                                                                                • Figure 6: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                              • Black buying power is growing at a faster rate than that of White consumers
                                                                                • Figure 7: Changes in buying power, by race, June 2013
                                                                              • Black buying power more than $1 trillion
                                                                                • Figure 8: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                              • Top 10 states with highest buying power represent two thirds of buying power
                                                                                • Figure 9: Top 10 states ranked by value of Black buying power, 2013
                                                                              • Population statistics
                                                                                • Black population growing at a faster rate than Whites
                                                                                  • Figure 10: Population by race and Hispanic origin, 2009-19
                                                                                • Black population growth slows
                                                                                  • Figure 11: Asian, Black, and Hispanic populations, 1970-2020
                                                                                • Children <18 years old account for 27% of Black population
                                                                                  • Figure 12: Black population, by age, 2009-19
                                                                                • Geographic concentration
                                                                                  • Majority of Blacks reside in South; a different marketing approach may be needed
                                                                                    • Figure 13: Black geographic concentration, by region, 2010
                                                                                  • Population grows in the South, reverse migration may be occurring
                                                                                    • Figure 14: Top 20 states or areas with highest Black population and percent change from 2000-10, 2010
                                                                                  • NY, Chicago, Philadelphia, Detroit, and Houston top Black metros
                                                                                    • Figure 15: Top 10 cities with the largest number of Blacks, 2010
                                                                                  • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                    • Figure 16: Top 10 cities with the highest percentage of Blacks, 2010
                                                                                  • Gender
                                                                                    • Figure 17: Men by race and Hispanic origin, 2009-19
                                                                                    • Figure 18: Women by race and Hispanic origin, 2009-19
                                                                                  • Generations
                                                                                    • iGeneration and Millennials represent nearly half of Black population
                                                                                      • Figure 19: Population of generations, by race/Hispanic origin, 2014
                                                                                      • Figure 20: Distribution of population by race and generation, 2014
                                                                                    • Marital status
                                                                                      • Only one third of Blacks are married, compared to 50% or more of others
                                                                                        • Figure 21: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                      • Blacks twice as likely never to marry
                                                                                        • Figure 22: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                        • Figure 23: Marital status of Blacks, by age, 2013
                                                                                        • Figure 24: Marital status of Black adults, by gender, 2013
                                                                                      • Parental status
                                                                                        • One third of Black households are headed by women
                                                                                          • Figure 25: Households type, by race of householder, 2013
                                                                                        • More Black children born to unmarried women in 2012
                                                                                          • Figure 26: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                          • Figure 27: Percent of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                          • Figure 28: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                          • Figure 29: Who children live with, by race and Hispanic origin, 2012
                                                                                          • Figure 30: Black households, by presence and ages of own children, 2013
                                                                                        • Education
                                                                                          • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                            • Figure 31: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                          • Income
                                                                                            • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                              • Figure 32: Median household income, by race and Hispanic origin of householder, 2012
                                                                                              • Figure 33: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                          • General Attitudes towards Advertising

                                                                                            • Key points
                                                                                              • Blacks are much more receptive to advertising than Whites are
                                                                                                • Figure 34: Attitudes toward advertising, by race/Hispanic origin, January 2013 -March 2014
                                                                                              • More than a third of Blacks say ads with Whites in them signal brand is not for them
                                                                                                • Figure 35: Attitudes toward the relevance of general market advertising, by household income, May 2014
                                                                                              • Nearly half of Blacks say targeted ads today are stereotypical
                                                                                                • Figure 36: Attitudes toward how Blacks are depicted in ads, by household income, May 2014
                                                                                              • Blacks say targeted advertising has come a long way, backlash suggests there’s still work to do
                                                                                                • Figure 37: Examples of recent ads that were perceived as stereotypical or racist, 2006-12
                                                                                              • Advertisers may be missing the mark when it comes to Millennials and Gen Xers
                                                                                                • Figure 38: Attitudes toward how Blacks are depicted in ads, by generation, May 2014
                                                                                              • Vast majority of Blacks want more ads that reflect their culture and a wide array of Blacks
                                                                                                • Figure 39: Attitudes and receptivity to targeted advertising, by generation, May 2014
                                                                                              • Middle-income earners want to see more targeted advertising
                                                                                                • Figure 40: Attitudes toward brands that are not involved in the Black community, by household income, May 2014
                                                                                              • Targeted efforts can pay off for marketers, if the messages are culturally relevant
                                                                                                • Millennials are twice as likely to avoid brands that don’t support the Black community
                                                                                                  • Figure 41: Attitudes and receptivity to targeted advertising, by generation, May 2014
                                                                                                • Middle-income Blacks more likely to support companies that support the Black community
                                                                                                  • Figure 42: Attitudes toward brands that are not involved in the Black community, by household income, May 2014
                                                                                              • Effectiveness of Media on the Purchase Funnel

                                                                                                • Key points
                                                                                                  • Traditional is more effective than digital advertising on getting attention
                                                                                                    • Figure 43: Effectiveness of advertising medium on capturing Black consumers’ attention, May 2014
                                                                                                  • Sponsorships are twice as effective as mobile at driving ad recall
                                                                                                    • Figure 44: Effectiveness of advertising medium on ad recall, May 2014
                                                                                                  • Marketers need a multimedia approach to get on consideration set
                                                                                                    • Figure 45: Effectiveness of advertising medium on consideration, May 2014
                                                                                                  • Marketers need engagement, on TV or at events, to drive sales
                                                                                                    • Figure 46: Effectiveness of advertising media on driving sales, May 2014
                                                                                                • Effective Advertising Styles

                                                                                                  • Key points
                                                                                                    • Most impactful ads are entertaining, believable, creative, relatable
                                                                                                      • Figure 47: Reactions toward different types of ads, May 2014
                                                                                                    • Women want ads that reflect them – savvy shopper, real situations and people
                                                                                                      • Figure 48: Reactions toward different types of ads – Makes me strongly consider buying the product, by gender, May 2014
                                                                                                    • Age plays a role in the style of advertising that drives consideration
                                                                                                      • Figure 49: Reactions toward different types of ads – Makes me strongly consider buying the product, by age, May 2014
                                                                                                  • Impact of Television Ads on the Purchase Funnel

                                                                                                    • Key points
                                                                                                      • TV is STILL the king of advertising
                                                                                                        • Figure 50: Effectiveness of TV advertising on the purchase funnel, by gender, May 2014
                                                                                                      • TV ads more likely to capture attention of young Millennials, recall higher
                                                                                                        • Figure 51: Effectiveness of TV advertising on the purchase funnel, by age, May 2014
                                                                                                    • Receptivity to Brand Integration and Theater Ads

                                                                                                      • Key points
                                                                                                        • TV shows
                                                                                                          • Brand integration on TV shows is an effective way to promote products
                                                                                                            • Figure 52: Trend in level of receptivity to brand integration in TV shows, February 2007-March 2014
                                                                                                          • Brand integration can drive sales and set apart from competition
                                                                                                            • Figure 53: Trend in impact brand integration on TV shows has on consideration, February 2007-March 2014
                                                                                                          • Movies
                                                                                                            • Movies are a good way to raise awareness of brands
                                                                                                              • Figure 54: Trend in level of receptivity to brand integration in movies, February 2007-March 2014
                                                                                                            • Movie integration can drive sales and combat competition among some Blacks
                                                                                                              • Figure 55: Trend of appeal of brand integration in movies February 2007-March 2014
                                                                                                            • Movie theaters
                                                                                                              • Blacks significantly more receptive to ads at the theater
                                                                                                                • Figure 56: Effectiveness of ads placed in movie theaters, by race/Hispanic origin, January 2013 -March 2014
                                                                                                            • Receptivity to Radio Ads

                                                                                                              • Key points
                                                                                                                • Radio can reach half of Blacks even though they tune in less than Whites
                                                                                                                  • Figure 57: Radio listening habits, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                • Radio ads get attention, but more integrated approach is imperative
                                                                                                                  • Figure 58: Effectiveness of radio ads on the purchase funnel, by gender, May 2014
                                                                                                                • People 18-24 years old are more receptive to radio ads
                                                                                                                  • Figure 59: Effectiveness of radio ads on the purchase funnel, by age, May 2014
                                                                                                              • Receptivity to Print Ads

                                                                                                                • Key points
                                                                                                                  • Magazines
                                                                                                                    • Blacks twice as likely as Whites to enjoy magazine ads
                                                                                                                      • Figure 60: Magazine viewing habits, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                    • Magazines drive awareness and ad recall
                                                                                                                      • Figure 61: Effectiveness of magazine ads on the purchase funnel, by gender, May 2014
                                                                                                                    • Magazine ads get attention, but age impacts consideration and purchases
                                                                                                                      • Figure 62: Effectiveness of magazine ads on the purchase funnel, by age, May 2014
                                                                                                                    • Newspaper
                                                                                                                      • Local news is a huge draw to newspaper readership
                                                                                                                        • Figure 63: Newspaper viewing habits, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                      • Newspaper ads attract some, but fewer say they impact consideration and sales
                                                                                                                        • Figure 64: Effectiveness of newspaper ads on the purchase funnel, by gender, May 2014
                                                                                                                      • Newspapers may be less effective than other ad media on purchase funnel
                                                                                                                        • Figure 65: Effectiveness of newspaper ads on the purchase funnel, by age, May 2014
                                                                                                                      • Direct mail
                                                                                                                        • Blacks less likely to opt out of mailing lists, targeted approach can be effective
                                                                                                                          • Figure 66: Effectiveness of direct mail/circulars on the purchase funnel, by gender, May 2014
                                                                                                                        • Direct mail more likely to capture attention of people aged 55+
                                                                                                                          • Figure 67: Effectiveness of direct mail/circulars on the purchase funnel, by age, May 2014
                                                                                                                      • Receptivity to Outdoor Ads

                                                                                                                        • Key point
                                                                                                                          • Women are much more likely to notice outdoor ads
                                                                                                                            • Figure 68: Effectiveness of outdoor ads on purchase funnel, by gender, May 2014
                                                                                                                          • Response to outdoor ads varies by age, older more receptive but younger impacted more
                                                                                                                            • Figure 69: Effectiveness of outdoor ads on purchase funnel, by age, May 2014
                                                                                                                        • Receptivity to Online Ads

                                                                                                                          • Key points
                                                                                                                            • The Internet has changed how Blacks consume other media
                                                                                                                              • Figure 70: How the internet has impacted use of traditional media, February 2007-March 2014
                                                                                                                            • Blacks listen to more non-internet radio than Whites because of internet
                                                                                                                              • Figure 71: Impact the internet has on traditional media, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                            • Many admit the Internet has changed their lifestyle
                                                                                                                              • Figure 72: Trends in the role the internet plays in Black consumers’ lives, February 2007-March 2014
                                                                                                                              • Figure 73: role the internet plays in Black consumers’ lives, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                            • Blacks more likely to visit news websites and social networks daily
                                                                                                                              • Figure 74: Websites and apps used and frequency of use, May 2014
                                                                                                                            • Black men and people 18-34 years old are far more engaged online
                                                                                                                              • Figure 75: Websites and apps used and daily use, by gender, May 2014
                                                                                                                              • Figure 76: Websites and apps used and daily use, by age, May 2014
                                                                                                                            • Women notice online ads, but men say ads impact what they consider
                                                                                                                              • Figure 77: Effectiveness of online ads on the purchase funnel, by gender, May 2014
                                                                                                                            • Young people more likely to notice online ads, consideration and sales also higher among them
                                                                                                                              • Figure 78: Effectiveness of online ads on the purchase funnel, by age, May 2014
                                                                                                                          • Effectiveness of Sponsorships

                                                                                                                            • Key point
                                                                                                                              • Sponsorships can pay off for marketers looking to attract Blacks
                                                                                                                                • Figure 79: Effectiveness of sponsorships on the purchase funnel, by gender, May 2014
                                                                                                                                • Figure 80: Effectiveness of sponsorships on the purchase funnel, by age, May 2014
                                                                                                                            • Receptivity to Mobile Ads

                                                                                                                              • Key points
                                                                                                                                • Mobile has changed the way Blacks access the internet
                                                                                                                                  • Figure 81: Trends in attitudes toward convenience and accessibility of the internet, January 2012-March 2014
                                                                                                                                • Blacks want access 24/7, even if it means carrying more than one device
                                                                                                                                  • Figure 82: Attitudes toward convenience and accessibility of the internet, by race/Hispanic origin, January 2013 -March 2014
                                                                                                                                • Mobile advertising is perhaps the least effective medium…for now
                                                                                                                                  • Figure 83: Effectiveness of mobile ads on the purchase funnel, by gender, May 2014
                                                                                                                                • Younger consumers (aged 18-34) are more receptive to mobile ads
                                                                                                                                  • Figure 84: Effectiveness of mobile ads on the purchase funnel, by age, May 2014
                                                                                                                                • Barriers to mobile ads are fear of viruses and size of screen
                                                                                                                                  • Figure 85: Attitudes toward mobile advertising, by gender, May 2014
                                                                                                                              • Effectiveness of Social Media Advertising

                                                                                                                                  • Key points
                                                                                                                                    • Ads on social networks may be more effective among younger people
                                                                                                                                      • Figure 86: Impact of advertising on social networks on the purchase funnel, by gender, May 2014
                                                                                                                                      • Figure 87: Impact of advertising on social networks on the purchase funnel, by age, May 2014
                                                                                                                                    • Blacks are highly engaged in social media; they talk about brands and buy them
                                                                                                                                      • Figure 88: Social media/networking website impact of brands, by gender, November 2012-December 2013
                                                                                                                                    • Blacks are receptive to ad messages, as long as they’re not overwhelming
                                                                                                                                      • Figure 89: Attitudes toward privacy and advertising on social networks among Black consumers, February 2014
                                                                                                                                    • Nearly two out of 10 have bought a product after seeing an ad on social media
                                                                                                                                      • Figure 90: Reactions to brand advertising on social media, February 2014
                                                                                                                                  • Industry Leaders

                                                                                                                                    • Key points
                                                                                                                                      • Ad recall
                                                                                                                                        • Food/beverage, beauty/personal care, and clothing among top industries in ad recall
                                                                                                                                            • Figure 91: Recall of inclusive ads by industry, by gender, May 2014
                                                                                                                                          • Positive portrayal of Blacks
                                                                                                                                            • Alcohol, tobacco lag other industries in positive portrayals of Blacks
                                                                                                                                              • Figure 92: Industries that portray Blacks positively in their ads, May 2014
                                                                                                                                              • Figure 93: Industries that portray Blacks positively in their ads, by gender, May 2014
                                                                                                                                          • Consumer Segmentation

                                                                                                                                                • Figure 94: Black advertising receptivity segments, May 2014
                                                                                                                                              • Cluster 1: Cultural Activists
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Cluster 2: Cultural-listics
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster 3: Cultural Advocates
                                                                                                                                                                • Demographics
                                                                                                                                                                  • Characteristics
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Cluster characteristic tables
                                                                                                                                                                        • Figure 95: Websites and apps used and daily use, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 96: Social networking site belong to and frequency of visiting – among daily users, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 97: Agreement with attitudes toward targeted advertising, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 98: Reactions toward different types of ads – Gets my attention, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 99: Reactions toward different types of ads – Makes me remember them, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 100: Reactions toward different types of ads – Makes me tell others about it, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 101: Reactions toward different types of ads – Makes me strongly consider buying the product, by Black advertising receptivity segments, May 2014
                                                                                                                                                                        • Figure 102: Recall of targeted ads by industry, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 103: Industries that portray Blacks positively in their ads, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 104: Effectiveness of advertising media on purchase funnel – Gets my attention, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 105: Effectiveness of advertising media on purchase funnel – Makes me remember them, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 106: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 107: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by Black advertising receptivity segment, May 2014
                                                                                                                                                                        • Figure 108: Attitudes toward mobile advertising, by Black advertising receptivity segment, May 2014
                                                                                                                                                                      • Cluster demographic tables
                                                                                                                                                                        • Figure 109: Black advertising receptivity segments, by demographics, May 2014
                                                                                                                                                                    • Marketing Strategies

                                                                                                                                                                      • Overview of the advertising landscape
                                                                                                                                                                        • Brand analysis: Toyota
                                                                                                                                                                          • Figure 110: Toyota Black advertising campaigns, 2014
                                                                                                                                                                        • Brand analysis: Walmart
                                                                                                                                                                          • Figure 111: Walmart, 2013
                                                                                                                                                                        • Brand analysis: Verizon
                                                                                                                                                                          • Figure 112: Verizon, 2014
                                                                                                                                                                        • Brand analysis: McDonald’s, New Addition
                                                                                                                                                                          • Figure 113: McDonald’s
                                                                                                                                                                        • Brand analysis: Home Depot, Retool Your School
                                                                                                                                                                          • Figure 114: Home Depot, 2014
                                                                                                                                                                        • Brand analysis: Amtrak, myblackjourney.com
                                                                                                                                                                          • Figure 115: Amtrak, 2014
                                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                                        • General attitudes toward advertising
                                                                                                                                                                          • Figure 116: Attitudes toward targeted advertising, May 2014
                                                                                                                                                                          • Figure 117: Agreement with attitudes toward targeted advertising, by gender, May 2014
                                                                                                                                                                          • Figure 118: Agreement with attitudes toward targeted advertising, by age, May 2014
                                                                                                                                                                          • Figure 119: Agreement with attitudes toward targeted advertising, by region, May 2014
                                                                                                                                                                        • Effectiveness of advertising media on purchase funnel
                                                                                                                                                                          • Figure 120: Effectiveness of advertising media on purchase funnel – Gets my attention, by household income, May 2014
                                                                                                                                                                          • Figure 121: Effectiveness of advertising media on purchase funnel – Gets my attention, by region, May 2014
                                                                                                                                                                          • Figure 122: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by household income, May 2014
                                                                                                                                                                          • Figure 123: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by generation, May 2014
                                                                                                                                                                          • Figure 124: Effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, by region, May 2014
                                                                                                                                                                          • Figure 125: Effectiveness of advertising media on purchase funnel – Makes me remember them, by household income, May 2014
                                                                                                                                                                          • Figure 126: Effectiveness of advertising media on purchase funnel – Makes me remember them, by generation, May 2014
                                                                                                                                                                          • Figure 127: Effectiveness of advertising media on purchase funnel – Makes me remember them, by region, May 2014
                                                                                                                                                                          • Figure 128: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by household income, May 2014
                                                                                                                                                                          • Figure 129: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by generation, May 2014
                                                                                                                                                                          • Figure 130: Effectiveness of advertising media on purchase funnel – Makes me strongly consider the product/service, by region, May 2014
                                                                                                                                                                        • Effective advertising styles
                                                                                                                                                                          • Figure 131: Reactions toward different types of ads – Gets my attention, by gender, May 2014
                                                                                                                                                                          • Figure 132: Reactions toward different types of ads – Gets my attention, by age, May 2014
                                                                                                                                                                          • Figure 133: Reactions toward different types of ads – Gets my attention, by household income, May 2014
                                                                                                                                                                          • Figure 134: Reactions toward different types of ads – Gets my attention, by generation, May 2014
                                                                                                                                                                          • Figure 135: Reactions toward different types of ads – Gets my attention, by region, May 2014
                                                                                                                                                                          • Figure 136: Reactions toward different types of ads – Makes me remember them, by gender, May 2014
                                                                                                                                                                          • Figure 137: Reactions toward different types of ads – Makes me remember them, by age, May 2014
                                                                                                                                                                          • Figure 138: Reactions toward different types of ads – Makes me remember them, by household income, May 2014
                                                                                                                                                                          • Figure 139: Reactions toward different types of ads – Makes me remember them, by generation, May 2014
                                                                                                                                                                          • Figure 140: Reactions toward different types of ads – Makes me remember them, by region, May 2014
                                                                                                                                                                          • Figure 141: Reactions toward different types of ads – Makes me tell others about it, by gender, May 2014
                                                                                                                                                                          • Figure 142: Reactions toward different types of ads – Makes me tell others about it, by age, May 2014
                                                                                                                                                                          • Figure 143: Reactions toward different types of ads – Makes me tell others about it, by household income, May 2014
                                                                                                                                                                          • Figure 144: Reactions toward different types of ads – Makes me tell others about it, by generation, May 2014
                                                                                                                                                                          • Figure 145: Reactions toward different types of ads – Makes me tell others about it, by region, May 2014
                                                                                                                                                                          • Figure 146: Reactions toward different types of ads – Makes me strongly consider buying the product, by household income, May 2014
                                                                                                                                                                          • Figure 147: Reactions toward different types of ads – Makes me strongly consider buying the product, by generation, May 2014
                                                                                                                                                                          • Figure 148: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – part I, May 2014
                                                                                                                                                                          • Figure 149: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – Part II, May 2014
                                                                                                                                                                          • Figure 150: Reactions toward different types of ads – Makes me strongly consider buying the product, by recall of targeted ads by industry – Part III, May 2014
                                                                                                                                                                          • Figure 151: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part I, May 2014
                                                                                                                                                                          • Figure 152: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part II, May 2014
                                                                                                                                                                          • Figure 153: Reactions toward different types of ads – Makes me strongly consider buying the product, by industries that portray Blacks positively in their ads – Part III, May 2014
                                                                                                                                                                          • Figure 154: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Makes me strongly consider buying the product – Part I, May 2014
                                                                                                                                                                          • Figure 155: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Makes me strongly consider buying the product – Part II, May 2014
                                                                                                                                                                          • Figure 156: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Gets me to buy the product/service, May 2014
                                                                                                                                                                          • Figure 157: Reactions toward different types of ads – Makes me strongly consider buying the product, by effectiveness of advertising media on purchase funnel – Gets me to buy the product/service – Part II, May 2014
                                                                                                                                                                        • Receptivity to mobile ads
                                                                                                                                                                          • Figure 158: Attitudes toward mobile advertising, by age, May 2014
                                                                                                                                                                          • Figure 159: Attitudes toward mobile advertising, by household income, May 2014
                                                                                                                                                                          • Figure 160: Attitudes toward mobile advertising, by region, May 2014
                                                                                                                                                                          • Figure 161: Attitudes toward mobile advertising, by effectiveness of advertising medium, May 2014
                                                                                                                                                                        • Industry leaders
                                                                                                                                                                          • Figure 162: Recall of inclusive ads by industry, by age, May 2014
                                                                                                                                                                          • Figure 163: Recall of inclusive ads by industry, by household income, May 2014
                                                                                                                                                                          • Figure 164: Recall of inclusive ads by industry, by generation, May 2014
                                                                                                                                                                          • Figure 165: Recall of inclusive ads by industry, by region, May 2014
                                                                                                                                                                          • Figure 166: Industries that portray Blacks positively in their ads, by age, May 2014
                                                                                                                                                                          • Figure 167: Industries that portray Blacks positively in their ads, by household income, May 2014
                                                                                                                                                                          • Figure 168: Industries that portray Blacks positively in their ads, by generation, May 2014
                                                                                                                                                                          • Figure 169: Industries that portray Blacks positively in their ads, by region, May 2014
                                                                                                                                                                      • Appendix – Top Black Advertising Firms

                                                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                                                          Companies Covered

                                                                                                                                                                          • Burrell Communications Group, LLC
                                                                                                                                                                          • Home Depot (USA)
                                                                                                                                                                          • McDonald's Corporation
                                                                                                                                                                          • Toyota Motor Corporation USA
                                                                                                                                                                          • UniWorld Group, Inc.
                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                          Black Consumers Attitudes toward Advertising - US - July 2014

                                                                                                                                                                          £3,199.84 (Excl.Tax)