Negro and White Response to Advertising Stimuli
Open Access
- 1 November 1964
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 1 (4) , 53-56
- https://doi.org/10.1177/002224376400100409
Abstract
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.Keywords
This publication has 0 references indexed in Scilit: