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Does the Negro need a special ad approach? Many advertisers believe not.
"General media reach everybody," argues a large tire manufacturer. Others see a danger: "We may alienate our white customers."
For a client who runs scared, there's no help. "Fear is an unanswerable argument," admits Jack Davis, sales v. p. at leading rep Bernard Howard. But to market consultant Parke Gibson, this is a concern only if the campaign may touch someone's way of life. "Marketing a toothpaste is not the same as inviting a Negro to come to a fashionable hotel. . . ."
The point may be subjective, but its objective fact is that general media do not reach Negroes. (See charts, page 15) . And the Negro is seldom included in general media advertisements.
Both flaws have been remedied by Pepsi-Cola, in outstanding campaigns directed by special market v.p. Harvey Russell. Pepsi's print ads featuring young Negro models (page 10) are checked highest-read by Starch; Russell also insists on using media channels that speak directly to Negroes.
In a confidential report, Russell said recently: "Negro radio, in general, appeals to Negro masses and to youth. These are the big volume consumers . . . use Negro radio personalities, who are widely popular in their community." Pepsi took the point: makes radio a frontline soldier in the battle to regain its dominance of the 300 million-case Negro soft drink market.
Russell and Gibson agree that the Negro needs a special approach because (says Gibson) "Unlike other groups, the Negro remains a Negro despite his position, income and achievement. Effective advertising must be believable and realistic in terms of his experience and his comprehension."
Madison Avenue has been slow
to catch on: most moves toward
the Negro market have come from
the client company. Only one ma
(Please turn to page 50)
New tactic is pinpointed on special needs
New field in auto, tb&a, tobacco sales is developed by 1). Parke Gibson out of knowledge of "Negro needs and desires"
Blue-chip accounts at BBDirO agency are led into expanding Negro market by Clarence Holte {center), head of ethnic marketing division. Holte believes that ads which accent quality will touch Negroes' "effort to show evidence <>i equality"
Ad goals for Pepsi include recapturing the huge Negro market. It can only I"' done, says vp Harvey Rus sell, by "special invitation" lo Negroes, who me not exposed to general media and who are not included in most general ads.
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