| Popis: |
In the past, advertising was designed and directed toward white consumers under the assumption that blacks would be reached effectively at the same time. This assumption, if valid, will simplify advertising decisions and will reduce advertising costs as well. But the wisdom of this assumption is debatable because it contrdicts the basic premise of market segmentation. Some scholars believe that all-white ads are all-purpose tools because they appeal to whites while attracting blacks, especially upper-income blacks and those who are identified more with whites. On the contrary, others believe that all-black ads are more meaningful to black customers or that at least integrated versions (i.e., white and black models being used together in the same ads) should be employed. Several studies have been conducted over the years to shed some light on the issue, unfortunately with varying results and contradictory conclusions. The different techniques, research designs, and stimuli of these studies make it difficult to integrate results in any meaningful manner. The purpose of this paper then is to take a critical look at these past studies. Problems associated with such studies are pointed out, and managerial and research implications are offered. |
