Misplaced marketing: Who do you hire when the advertising audience isn't you?

Author: Rotfeld H.J.

Source: Journal of Consumer Marketing, Volume 20, Number 2, 2003 , pp. 87-89(3)

Publisher: Emerald Group Publishing Limited

Buy & download fulltext article:

Price: $38.00 plus tax (Refund Policy)

Abstract:

Focuses on the importance of marketing from the customers' point of view when the target markets are in different demographic groups from those of the advertising agencies' staff or marketing managers. States that mass communications work must take place within a context of understanding the target audiences' subcultures; understanding does not require membership of those subcultures, but it does require empathy with them.

Keywords: Advertising; Minorities; Ethnic Groups

Document Type: Research article

DOI: http://dx.doi.org/10.1108/07363760310464569

Publication date: 2003-03-26