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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