Marketers have been directing advertising messages to the Negro market based upon possibly inadequate research findings. The study reported here, though decidedly limited in scope, reveals a general similarity in Negro-white response to printed advertising stimuli. More important, the study provides a methodology for directly testing and comparing Negro-white reaction to advertising messages.
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References
1.
BryantEdward C., Statistical Analysis, New York: McGraw-Hill Book Co., Inc., 1960.
2.
Allen BullockHenry, “Consumer Motivations in Black and White—I,”Harvard Business Review, 39 (May-June 1961), 89–104; “Consumer Motivations in Black and White—II,” Harvard Business Review, 39 (July-August 1961), 110–124.
