Anne Landman's Collection
A Study of Ethnic Markets.
Abstract
This R.J. Reynolds marketing document shows how cigarette marketers viewed U.S. ethnic markets in the 1960's. While today cigarette companies are often cagey about admitting they target certain ethnic groups for their products, this document states right up front that "Since 1965, R. J. Reynolds has spent $5,260,000 tailoring advertising to the Negro, Spanish-Language, and Jewish special markets."
The document gives demographic information about the "Negroes, Spanish-Language and Jewish markets" in the U.S. and then makes general assumptions about these markets. In profiling the African-American market, for example, the document contains the following descriptions and conclusions:
"In the typical sociological diagram of American power and prestige, the Negro woman is at the bottom of the heap. Above her is the black male, then the white female, and, at the top, stands the white male. The majority of Negro women are still imitating the styles and attitudes of white women who are considered more sexy and attractive. The white image is deep inside them, planted there by a lifetime of exposure to white standards of beauty as reflected in the media. Now a movement is underway to elevate the Negro woman, to reshape her vision of herself from broad-beamed kitchen laborer and head-of-household to svelte femininity, to make her a target of male desire and to give her a separate identity that is black, warm, and cherishable. Although her role is beginning to change rapidly, today it is the Negro male who dominates the movement, venturing along new paths, and presenting an image of defiance and resolution."
[From page 62, Bates No.5019809291]:
Negro masses are only at a point in time where economic security is a possibility. They have only begun to feel the freedom of economic security. Quality rates as a cherished attribute. Negroes buy the best Scotch as long as the money lasts, most marketers agree.
[From page 64, Bates No. 501989293]:
The strategy for advertising the Negroes through their media is to create "Negro upscale situations" and to make these consumers feel that the advertising is directed to them. Negro principles should be used against the background of identifiable settings and situations in which they might find themselves. When considering settin showing an integrated football team at work). Effectiveness depends upon the degree of Negro realism captured in the situations in which the Negroes are principals. Negroes are primarily urban dwellers, and as such, settings and situations used should reflect this. Examples of urban situations that could be used are:
A scene outside a telephone booth on a busy street;
A night out at a cocktail lounge;
Driving an automobile in a traffic snarl;
Just missing a bus; and
Leaving a motion picture theater.
Fields
- Quotes
[Preface]:
Since 1965, R.J. Reynolds has spent $5,260,000 tailoring advertising to the Negro, Spanish-Language and Jewish special markets...
[501989259]:
Outdoor advertising is considered an effective medium in the Negro community. It allows for showings keyed to concentrated Negro population centers tailored for desired markets. Generally, transit is not considered an effective Negro-oriented media as seldom do routes have confinement within Negro communities. However, like outdoor billboards, subway station billboards in Negro areas can be very effective.
[501989263]:
Negro radio, of all media directed towards this segment of the population is undoubtedly the best, and most efficient means of reaching the Negro. This medium is universally available with several hundred stations throughout the country programming all or a portion of their broadcast day for the Negro...
In the typical Sociological diagram of American power and prestige, the Negro woman is at the bottom of the heap. Above her is the black male, then the white female, and, at the top, stands the white male. The majority of Negro women are still imitating the styles and attitudes of white women who are considered more sexy and attractive. The white image is deep inside them, planted there by a lifetime of exposure to white standards of beauty as reflected in the media. Now a movement is underway to elevate the Negro woman, to reshape her vision of herself from broad-beamed kitchen laborer and head-of-household to svelte femininity, to make her a target of male desire and to give her a separate identity that'is black, warm, and cherishable. Although her role is beginning to change rapidily, today it is the Negro male who dominates the movement, venturing along new paths, and presenting an image of defiance and resolution.
[Page 62, Bates No.5019809291]:
Negro masses are only at a point in time where economic security is a possibility. They have only begun to feel the freedom of economic security. Quality rates as a cherished attribute. Negroes buy the best Scotch as long as the money lasts, most marketers agree.
[Page 64, Bates No. 501989293]:
But perhaps one of the most important decisive motivatons of the Negro consumer is best reflected in the results of a regional study about beer among white, Negro and Puerto Rican consumers. Reaction to product benefits (lightness, body, color, etc.) were about the same. Difference occurred, however, when personal versus social motivations were considered. Negroes placed very little emphasis on the social interaction associated with drinking although Puerto Ricans placed much emphasis on it. On the other hand, Negroes placed great emphasis on the personal satisfaction of drinking beer and Puerto Ricans did not. Obviously the point here is that the personal satisfaction derived from a product is perhaps one decisive motivation of Negroes and any attempt to sell them had better take this into primary consideration.
The strategy for advertising the Negroes through their media is to create "Negro upscale situations" and to make these consumers feel that the advertising is dir- ected to them. Negro principles should be used against the background of identifiable settings and situations in which they might find themselves. When considering settings, the "outdoors" (hunting, skiing, sailing) is not felt to be suitable, as these are stiil considered unfamiliar to the Negro in general, and .part of the luxu- ries afforded only whites. However, there are settings which could be universal to both white and black consumers (i.e., Pepsi's commercial showing an integrated football team at work). Effectiveness depends upon the degree of Negro realism captured in the situations in which the Negroes are principals. Negroes are primarily urban dwellers, and as such, settings and situations used should reflect this. Examples of urban situations that could be used are:
A scene outside a telephone booth on a busy street;
A night out at a cocktail lounge;
Driving an automobile in a traffic snarl;
Just missing a bus; and
Leaving a motion picture theater.
...Any good strategy will create the music for the campaign theme in the sound of rhythm and blues, which is the pri- mary ,format of Negro-oriented radio stations. The beat, the tempo, and the "feeling" of the "Soul" music is almost instinctively identifiable to the Negro ear which is accustomed to this sound...Disc jockeys, who for the most part consider themselves entertainers, often are the best for the delivery of commercials, provided they do not have a "screaming" delivery often associated with Negro announcers...
- Company
- R.J. Reynolds
- Author
- Holland, Gehrmann
- Recipient
- Presumed recipient, R.J. Reynolds
- Region
- United States
- Litigation
- Minnesota Selected
- Operation/Project
- Ethnic marketing
- Type
- MARKETING RESEARCH
- REPORT
- Named Person
- Reynolds, R.J.
- American
- BAT
- B&W
- Liggett
- Loews
- Lorillard
- Philip Morris Inc
- RJR
- William Esty
- Parke Gibson & Assoc
- Joesph Jacobs
- Cencus Bureau
- Fortune
- Opinion Research
- Black, J.
- Harvard Business Review
- Proctor & Gamble
- Evans, W.L.
- Center For Research in Marketing
- Crest
- Colgate
- Commerce Dept
- Amsterdam News
- Afro American
- Pittsburgh Courier
- Ebony
- Jet
- Tan
- Sepia
- Life
- Wook
- Tuesday
- List of Negro Publications
- Business Week
- Natl Housing Producers Assn
- Greyhound
- Basie, C.
- WAOK
- WERD
- WIGO
- Atlanta Daily World
- New Crusader
- Atlanta Inquirer
- WENN
- WJLD
- Birmingham World
- Birmingham Times
- Birmingham Mirror
- True Story
- List of Chicago Negro Comm Media
- True Confession
- Southern Christian Leadership Confe
- WCIA
- Stokes, C.B.
- Call & Post
- Cincinnati Herald
- WABQ
- WJMO
- KNOK
- Post Tribune
- Dallas Express
- Fort Worth Mind
- In Sepia Dallas
- List of Detroit Negroes Media
- KCOH
- KYOK
- Houston Informer
- Forward Times
- KPRS
- Kansas City Call
- KGFI
- Stokes, L.
- Los Angeles Sentinel
- Wdia
- Memphis World
- Milwaukee Courier
- Milwaukee Star
- La Weekly
- Wnjr
- Katz
- Nj Afro American
- List of NY Blacks Media
- WRA
- WHTH
- Norfolk Journal & Guide
- Philadelphia Tribune
- Philadelphia Afro American
- Richmond Afro American
- List of St Louis Blacks Media
- List of References
- Clay, W.
- List of Ca Metro Blacks Media
- List of Washington, D.C. Negro Media
- UCLA, University of Calif. Los Angeles
- Mexican American Study
- Ted Bates
- Needham Harper & Steers
- Pepsi Cola
- Coca Cola
- Shaeffer
- Kraft
- Dancer Fitzgerald
- Compton Grey Young & Rubicam
- Louis, D. Albertini
- Colgate Palmoltive
- Caballero, E.
- Petgen, A.
- Medmark
- Ny Times
- Novella
- Temas
- Pimenta
- Sullivan, E.
- Velilla, M.
- Persuasian Research
- Ny Daily News
- Ny Subways Advertising
- Bacardi
- Canada Dry
- El Pico Coffee
- Campbells Soup
- Benton & Bowles
- El Diario, L.A. Prensa
- Vanidades
- Tv Guide
- Lis of Spanish Radio Markets
- List of Spanish Publications
- Gillette
- Pulse Study
- List of Jewish Publications
- Fitzhugh, H.N.
- General Longshore Workers Union
- Richmond Chamber of Commerce
- True Confessions
- Consolidated Bank & Trust
- King, M.L.
- Small Business Administration
- Carmichael, S.
- Johnson Publishing
- First Research
- List, O.F. Major Negro Radio Markets
- NYC Board of Education
- Quaker Oats
- Pulse
- ABC
- Best Foods Hellmans
- Pan Am
- Pimienta
- List of Spanish Television Markets
- List of NY Spanish Movie Theatres
- Hadassah
- Bnai Brith
- American
- Subject
- Target/ethnic (targeting ethnic markets)
- Target/Low-Income (Target Groups)
- target market
- Ethnic marketing
- Target/Low-Income (Target Groups)
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