This text covers the disciplines of advertising and marketing as they pertain to ethnic audiences (primarily African-, Hispanic-, Native- and Asian-Americans). It teaches students to understand how the principles of advertising and marketing are applied to ethnic groups. It is designed to instruct by example. Because it is a case study text, students will have an opportunity to see how industry experts handle the problems. Not all these case studies will be successful, thereby offering students the opportunity to discuss, analyze, and modify failed campaigns based on their knowledge gained from successful ones.

Table of Contents

1. Introduction to Ethnic Advertising and Marketing. 2. The Evolution of Ethnic Advertising. 3. Ethnic Consumer Behaviour. 4. The Legal and Social Environment. Case Studies: Stove Top Stuffing. General Motors. Scott Paper Towel. Metropolitan Life. Uptown Cigarettes. United Negro College Fund. American Honda. Remy Martin. Jewel Food Stores. Power Master/Crazy Horse. Conclusion.