Diversity in advertising

de Jerome D. Williams, Swee Hoon Ang

"All successful advertisers in the 21st century must understand the importance of diversity in American society. At the core of this is the recognition and acknowledgment of an inclusive society. Characteristics such as gender, age, ethnicity, lifestyle orientation, etc., are extremely important to advertisers and must be considered in their planning for effective marketing communication. For instance, people over 30 make up our largest population segment, and over one fourth of Americans now identify themselves as something other than White. Advertisers hoping to attract these diverse groups of consumers must build relationships with them by understanding the values and multiple identities with which they identify. More sophisticated advertising and marketing insights and tools based on contemporary, cutting edge research and methodologies are needed." "This important volume edited by leaders in consumer psychology and advertising, has research contributions from 24 chapter authors. It grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology (SCP). This book will appeal to students, teachers, and practitioners in the fields of Consumer Psychology, Marketing, Advertising, and Business."--Jacket.