Includes bibliographical references and index

"Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target marketing to ethnic groups." "The cases that follow vividly illustrate the different ways in which executives shaped their strategies in light of these issues and their marketing goals. Drawn from many different American corporations, these cases cover a range of consumer products from paper towels and trucks to life insurance. Each case is examined in terms of the company profile, campaign goals, concept/theme, execution, and results." "At the end of each case, a "View from the Top" profiles or interviews an industry executive to get his or her experienced views. Throughout the book, recent examples and insights from professionals provide you with inside information on target marketing, and how you can succeed in a changing marketplace."--Jacket

Introduction to ethnic advertising and marketing -- The evolution of ethnic advertising -- Ethnic consumer behavior -- The legal and social environment -- New campaign dresses up old product -- Corporate giant toots its horn to gain ethnic consumers -- Paper company attempts to clean up Hispanic audiences -- Company seeks Asian consumers to insure continued growth -- Uptown cigarettes blow up before they're lit -- Colleges unite to save minds -- Honda strikes a chord with black college students -- Liquor company closes the gap between east and west -- Food store finds gold in Hispanic community -- The big brew ha ha over malt liquor -- Tarzan trades in trees for Toyota truck

x, 182 pages : 24 cm

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