African American Direct Marketing - Case Study Example

CREATIVE BRIEF The target group belongs to the age group of 16 – 21years. A high percentage of these people live on the south (58.7%) with most of them living at home, that is, with their parents. Their education levels vary; majority of them have gone through high school education (about 70%) while about 33% have attended college. These group of people have the following features: they live for the moment by acquiring data and moving on (they multitask), they like to retain individuality within a group environment and have freedom of expression and a unique style (hip-hop), they recognize the power of being the first ones which prompts them to seek opportunities for newness, an integral part of them is the use of technology to multitask, remain at their speed, and collect information, and they like an engaging entertainment.

The group spends a lot on clothes and shoes are internet savvy and about 63% is on employment. Their style is hip-hop and they have an urban mindset. The style has inspired this entire group to embrace the language, fashion, and lifestyle associated with hip-hop. Majority of them are of the African American origin. Johnson claims that today’s clothes designs are heavily influenced by hip –hop music and its artists. A successful market campaign in this group audience should focus on their interests and the media that they consume most, that is, technology based.

In conclusion, majority of the target group, which is mostly African Americans, are influenced by the hip-hop lifestyle, spend more on clothes and shoes and are technology savvy. Therefore, for an effective campaign, the marketers should combine all the above features. Work Cited Johnson, Verdia E. "African American Direct Marketing." February 2005. New York Civil Liberties Union. 16 July 2014 .