an Americans are computer literate. In a study released by Target Market news, a Chicago-based newsletter hardware and software jumped from $800 million in 1995 to approximately $1 billion in 1997 (Templeton, 1998). 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). Hiring people who are familiar with Black culture will give corporations the true knowledge of what and how African Americans buy different products. Conclusion African Americans are the largest minority group in the United States and the most frequently targeted by marketers. In today’s era of targeting African Americans, marketing agencies and marketing managers must look at the past, present and future of African American consumers. In reviewing history factors of the African American race, a marketing manager can then know what products to advertise, and how to advertise the product weather it is through general markets or Black-owned media. The African-American market is served by its own specialized media, and national studeis have shown that black consumers are more susceptible to advertising in their own media than are other market groups (Smith, 1989). Corporations’ using Black models and Supper stars to target African Americans does not impress all African Americans. Marketing managers need to note that not all-African Americans are alike. Corporations can not make one product line and expect to target All-Americans. Prime example would be makeup foundation. The Makeup Company only has six colors and expects to use this product to target All-American women being White, Black, Hispanic or Asian. If this marketing manager had researched the African American history, he would find that there are ten or more color tones in the African American race alone. ...
