Mass media and adolescent minority consumers: An experiment in effectiveness
Michael G. Harvey Ph.D., Thomas E. Barry Ph.D.
Journal of the Academy of Marketing Science · 1976 · Volume 4 · Issue 4
Abstract
The authors review the research regarding minorities and media preference and usage contending that there are inconclusive and conflicting findings and that there is a dearth of information regarding media preferences within minority populations. The authors present the results of an experiment designed to test effective media within minority groups rather than focusing on minority versus majority groups. Additionally the study focuses on adolescent rather than adult consumers. The dependent criterion measure was ad effectiveness indicated by recall/recognition, believeability and attitude influence scores. The independent measures were newspaper, radio and television advertisements. The experiment included individual groups of white, black and brown students and a racially mixed control group. The study finds that there are significant differences in the effectiveness of one medium over another with adolescent black and brown minority groups. The study has implications for retailers who are traditionally attempting to reach minority consumers through the use of newspapers which may not be the most effective medium with which to reach those particular segments.
Keywords
Minority Group, American Market Association, California Management Review, Minority Group Member, Promotional Message
Enable JavaScript for citation tools and additional paper interactions.