Today’s brief from the Center for Media Research makes it very clear that businesses should tread carefully when choosing advertising media and crafting their message. Make sure you find someone who understands your market. The Madison Avenue traditional approach may not be as effective as a culturally aligned specialty firm.
Whites, Blacks and Hispanics have more in common than differences when it comes to retail shopping behaviors…..
However, when it comes to media usage, Blacks, Hispanics and Whites have more differences than commonalities. “One commonality is that Blacks, Hispanics and Whites each choose radio as the background media of choice when using other media,” said Pilotta, “but when it comes to the cable networks each watch, there are few similarities.”