e more susceptible to advertising in their own media than are other market groups (Smith, 1989). An increase in the size and resources of the Black consumer market has prompted many organizations to increase their understanding of the challenges of devising marketing communications to appeal to Black consumers (Armstrong, 1999). Byron R. Lewis Sr., chairman and CEO of New York-based Uniword Group, the world’s largest independently owned ethnic advertising agency stated the second problem, “The ongoing problem is that Mainstream ad agencies tell clients that the African American market is covered by mass-market media,”(Gray, 1997). Mainstream agencies do not include African American -owned radio, newspaper or magazine when targeting the African American community, instead Mainstream Agencies use African American superstars via television to try and target the African American community. African Americans have strong preferences to utilize media sources that are tied to their cultural heritage (Graves, 1979). Corporations need to realize that media placement is important when influencing targeted marketing (Green, 1999). Eliot Kang, owner of Kang and Lee Advertising states, “People are looking for excuses about why they don’t utilize ethnic media because they’re leaving their comfort zone” (Cunningham, 1999). In order, to completely understand targeting African American consumers, it is important to define certain terms, give a brief history of African American and the African American consumer. Black people are not dark-skinned white people (Moore, 2000). This history will show how different African Americans are from other races, and it will also provide information on what African Americans look for when spending money. Marketing managers need to brief advertising agencies in an accurate and comprehensive way in order for media planners to do a good job (Abratt, 1999). Background an...
