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Starcom Study to Help Target African Americans
In New York, brand communications firm Starcom MediaVest Group (SMG) has launched a new research study that aims to provide advertisers with a strategic approach to targeting African American consumers.
Beyond Demographics gathered information from more than 1,000 African Americans across the US, and from this data, pinpointed 12 profiles ranging from 'Trustees' and 'Gazelles' to 'Devouts' and 'Thrivals'; each of which the firm believes illustrates the rich diversity that exists within the black community.
For example, Thrivals are defined as individuals who are typically competitive, critical, savvy and educated and have an outlook that is international and multicultural. While comprising just 7% of the black population, the firm says they may possibly have the largest impact on general market advertising as their numbers continue to grow.
The survey was conducted in partnership with University of Louisville Professor Dr Nat Irvin II, who explained that the African American community is undergoing a change in its identity, which is affecting not only how members of this ethnic group view themselves, but also how they are viewed by others.
Irvin said that he hopes the information provided by the study will result in the portrayal of more positive and diverse African American characters in the media.
Esther Franklin, SMG's EVP / Director of Cultural Identities said that Starcom intends to share the findings with the advertising and media marketplace by the second quarter of 2008. 'Our primary goal was to understand African American identity from the inside out,' Franklin commented. 'What we've found is that there is significant opportunity to strengthen connections with African Americans, and that each of these 12 archetypes bring value to our clients.' Companies such as Coca-Cola and Kraft have already seen the findings, adds Franklin, and are enthusiastic about having access to detailed information on a consumer group currently estimated to spend more than $850bn per annum.
SMG is a subsidiary of Paris-based advertising group Publicis, and operates from a network of 100 offices in 67 countries. It is online at www.smvgroup.com.
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