1/15/2010

If you want to reach African-American consumers, an understanding of their nuanced preferences and psychographics is key, says Cynthia Perkins-Roberts of the Cabletelevision Advertising Bureau. "It is important that campaigns have creative and a strategy that is relevant to the segment. This is best accomplished when the African-American component is 'baked in' at the beginning and not added as an afterthought," she says.

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