chapter3 - Chapter 3: Diversity Targeting an Ever-Changing...

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Chapter 3: Diversity Targeting an Ever-Changing Market
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The U.S. Population 1/3 of the population are people of color Yet people of color are underrepresented in advertising agencies and in ads Median age is 36.4 years Yet ad agencies are youth-obsessed
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African Americans 39.3 million strong Annual purchasing power of $913 billion Median age is 31.4, compared to 36.4 for total population Budget priorities: food, fashion, and personal care
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Hispanic Americans 47 million (largest ethnic minority group) Represent 15 percent of the U.S. population Annual purchasing power of $951 billion Diverse heritage (Mexico, Cuba, Puerto Rico, Central and South America, and Europe) Nearly 70% are younger than age 35
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55% prefer to see ads in Spanish 30% prefer English 13% don’t have a preference Language issues
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14.5 million (one of the fastest-growing segments) High median household income of $55,026 High education level (49.2% have at least a
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chapter3 - Chapter 3: Diversity Targeting an Ever-Changing...

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