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Black Consumer Reactions to "Integrated" Advertising: An Exploratory Study
Home
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Black Consumer Reactions to "Integrated" Advertising: An Exploratory Study
Black Consumer Reactions to "Integrated" Advertising: An Exploratory Study
JG
John W. Gould
John W. Gould
NS
Norman B. Sigband
Norman B. Sigband
CZ
Cyril E. Zoerner
Cyril E. Zoerner
JR
Jr.
Jr.
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1 July 1970
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 34
(3)
,
20
https://doi.org/10.2307/1249815
Abstract
Marketers who pioneered advertising in which blacks and whites appear together in more or less socially intimate situations took a number of risks. This article...
Keywords
ADVERTISING
INTEGRATED
EXPLORATORY STUDY
BLACK CONSUMER REACTIONS
All Articles
Open Access
Cited by 5 articles