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Negro and White Response to Advertising Stimuli

Negro and White Response to Advertising Stimuli Marketers have been directing advertising messages to the Negro market based upon possibly inadequate research findings. The study reported here, though decidedly limited in scope, reveals a general similarity in Negro-white response to printed advertising stimuli. More important, the study provides a methodology for directly testing and comparing Negro-white reaction to advertising messages. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing Research SAGE

Negro and White Response to Advertising Stimuli

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References (4)

Publisher
SAGE
Copyright
© 1964 American Marketing Association
ISSN
0022-2437
eISSN
1547-7193
DOI
10.1177/002224376400100409
Publisher site
See Article on Publisher Site

Abstract

Marketers have been directing advertising messages to the Negro market based upon possibly inadequate research findings. The study reported here, though decidedly limited in scope, reveals a general similarity in Negro-white response to printed advertising stimuli. More important, the study provides a methodology for directly testing and comparing Negro-white reaction to advertising messages.

Journal

Journal of Marketing ResearchSAGE

Published: Nov 1, 1964

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