Tobacco Documents Online

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

Subject

Target/ethnic (targeting ethnic markets)

Target/Low-Income (Target Groups)

target market

Ethnic marketing