Advertising and Marketing to the New Majority: A Case Study Approach

This text covers the disciplines of advertising and marketing as they pertain to ethnic audiences (primarily African-, Hispanic-, Native-, and Asian-Americans). The book 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 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.