Author Question: Two general forms of ad research are _____. a. primary and secondary b. qualitative and ... (Read 37 times)

mikaylakyoung · **on:** Jun 29, 2018

Two general forms of ad research are _____.
a. primary and secondary
b. qualitative and quantitative
c. media effectiveness and message effectiveness
d. recall and recognition
e. message research and copytesting

Question 2

Discuss the differences between the African American population and the general population that makes this segment attractive for many companies. How would these factors influence the development of promotional campaigns targeted to African Americans?

Sassygurl126 · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

c

Answer to Question 2

Several notable reasons explain why African Americans are attractive consumers from many companies: (1) The average age of black Americans is considerably younger than that of other segments; (2) African Americans are geographically concentrated, with approximately three-fourths of all blacks living in just 16 states; and (3) African Americans tend to purchase prestige and name-brand products in greater proportion than do other segments.

These factors should influence the development of campaigns targeted to this segment by making personalized appeals by using African American models, particularly younger ones, and contexts with which blacks can identify. Due to the geographic concentration, media purchases can be concentrated in these geographic areas as well. Manufacturers of prestigious brands could also effectively target this group with specialized communications since this segment tends to purchase prestige and name-brand products in greater proportion that other segments of consumers.