The Impact of Market Segmentation on African American Frequency,Centrality, and Status in Television Advertising |
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Authors: | Karie L Hollerbach PhD |
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Institution: | Department of Mass Media , Southeast Missouri State University |
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Abstract: | Market segmentation made communication with the advertising audience dependent upon the audience segment. African Americans were the first racial minority group identified as having economic viability as a target market that could be reached through advertising content and placement. A content analysis of 358 prime-time television advertisements for African American and general audiences revealed that African Americans are still playing a subordinate role, even in advertising targeted to them. Market segmentation has increased the breadth, but not necessarily the depth of African American advertising depictions. |
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