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African American Direct Marketing - Case Study Example

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A high percentage of these people live in the south (58.7%) with most of them living at home, that is, with their parents. The majority of them have gone through high school education (about 70%) while about 33% have attended college. These group of people has the following features: they live for the moment by acquiring data and moving on (they multitask), they like to retain individuality within a group environment and have freedom of expression and a unique style (hip-hop), they recognize the power of being the first ones which prompt them to seek opportunities for newness, an integral part of them is the use of technology to multitask, remain at their speed, and collect information, and they like an engaging entertainment. The group spends a lot on clothes and shoes are internet savvy and about 63% is on employment. Their style is hip-hop and they have an urban mindset. The style has inspired this entire group to embrace the language, fashion, and lifestyle associated with hip-hop. Johnson claims that today’s clothing designs are heavily influenced by hip –hop music and its artists. A successful market campaign in this group audience should focus on their interests and the media that they consume most, that is, technology based. In conclusion, the majority of the target group, which is mostly African Americans, are influenced by the hip-hop lifestyle, spend more on clothes and shoes and are technology savvy. Therefore, for an effective campaign, the marketers should combine all the above features. ...Show more
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From the study "African American Direct Marketing" it is clear that majority of the target group (age of 16 – 21 years), which is mostly African Americans, are influenced by the hip-hop lifestyle, spend more on clothes and shoes and are technology savvy…
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