Know-How Exchange : Strategy

First of all, you are looking at overly large numbers.

For instance, in Major metro areas: ie Washington DC, Philly, New York, LA, Houston, Chicago - the % of non-European population is over 40%.
In states like California, Florida, Texas, New York the population demographics are much different than Iowa, Indiana, or Idaho (I love I-States).

According to some experts, "Mass Media" also influences the ad placements. In many ways running non-European based pictorials represents progressive thought. I haven't formed an oppinion on that topic.

I do believe, marketing must consider the audience. And, the audience in Detroit, Denver and Des Moines are different. (I think).

This has been going on way before Obama. Having traveled Europe and the Mideast and of a marketing bent, I found that most foreigners regard the U.S. population as at least 50% black, based on their TV viewing. A 13% marketing segment logically CAN'T be spending more money than an 80% segment. So what's the rationale? Can you point me to the Obama thread?
Thanks

Thanks for the responses. I was just wondering if this was "Emperor's New Clothes" situation.

I suppose SOMEONE at SOME level is justifying this (what is to my estimation) overkill. I just can't "see" it yet.

Based on https://www.blackamericastudy.com/, the answer isn't population size, it's media consumption. On average, the segment spends: 45 hours/week watching TV (not incl. DVDs), 31 hours/week on Internet, 22 hours/week listening to radio, 90% more than 1 hr/week reading magazines, etc.

So be it...

But what are their SPENDING stats ?

You don't necessarily need a huge market share (or population share) to do well.

For example, the NY Times radio station has just been sold to Univision (a Hispanic media company; Hispanics are about 13% of the US population). Apple has what, 9% market share, but they're very profitable, and their customers tend to be raving fans.

It's not population, it's spending, specifically whether a particular group is willing to spend money on what you're selling, and whether you treat them well so that they want to buy from you again. One way to encourage them to do that is by including them in your marketing.

Besides, isn't diversity a good thing anyway?

Jodi

NO problem with what's being said here ! Certainly not with "Diversity".

When I see a marketing effort targeting 13% of a group and NOT being weighted towards 80% of the same group, I had to ask the question...

I figured there is SOME factor I'm not incorporating in my projections. Still not sure if I've heard that "X" factor mentioned.

With a product that appeals equally to all races, what is this invisible (to me, at least) factor that would appear to generate a ROI on ad expenditure superior by pointing at the lesser of two segments and not hammering on the larger segment?

Tis a puzzlement...

Spending stats: https://www.magazine.org/content/files/market_profile_black.pdf

MANY thanks for this reference, Jay !!

VERY enlightening...