Are you a brand manager? Are you trying to develop a strategy to effectively reach African American consumers? Do you need help in understanding the consumption behavior of African Americans? If you answered yes to any of the aforementioned questions, this book is for you! "How To Advertise To African Americans in the 21st Century" will take you through an 11 chapter discovery of effective ways to reach this powerful ethnic consumer group. You will learn what mistakes leading consumer products companies have made in the past when targeting African Americans. Additionally, you will learn how not to repeat those mistakes that they made by effectively segmenting them and conducting sound research strategies.
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Editorial Reviews
About the Author
Dr. Jamie T. Pleasant is an educator, entrepreneur, business professional, and community leader with over two decades of experience and accomplishments in academia and corporate America. Dr. Pleasant is currently a Professor of Marketing at Clark-Atlanta University and the Chief Executive Officer of Kingdom Builders Christian Center, a multi-cultural faith- and member-based community organization in Norcross, Georgia. He serves as an educator and speaker to over 500 individuals each week. Dr. Pleasant's extensive knowledge of marketing, consumer behavior, and economics changes the lives of those who desire to achieve their self-defined successes. After obtaining a bachelor's degree in Physics from Benedict College in Columbia, South Carolina, Dr. Pleasant transferred to Clemson University where he earned an athletic scholarship for football, while studying business. He further advanced his education by achieving an M.B.A. in Marketing from Clark Atlanta University. Dr. Pleasant then advanced to pursue his Ph.D., where he achieved a Georgia Tech milestone by becoming the first African American to graduate with a Ph.D. in Business Management in the school's 111-year history. Dr. Pleasant's academic tenure includes over 13 years of coaching, teaching, and mentoring students and entrepreneurs. He has taught a myriad of courses such as Principles of Marketing, Advertising, Consumer Behavior, Sales Management, Marketing Research, New Product Management, and Statistics. He is published in the Journal of Business and Economic Issues and the Journal of Healthcare Marketing, and most recently, in 2006, he became the founder and senior editor of the Journal of Ethnic Marketing. He currently lives in Alpharetta, Georgia with his wife Kimberly and is the father of Christian, and Zion and Nacara.
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More About the Author
Apostle Jamie T. Pleasant; Ph.D. is the Chief Executive Pastor and Founder of New Zion Christian Church in Suwanee, Georgia. He holds a bachelor's degree in Physics from Benedict College in Columbia, South Carolina, marketing studies from Clemson University and an M.B.A. in Marketing from Clark Atlanta University. On August 13, 1999, Apostle Pleasant achieved a Georgia Tech milestone by becoming the first African American to graduate with a Ph.D. in Business Management in the school's 111- year history.
God gave him the vision to establish a Biblically based economic development initiative for New Zion Christian Church. As a result, Apostle Pleasant is constantly sought after and he remains at the pulse of the economic business sector. He created programs in the church such as the Wealth Builders Investment Club (WBIC), which educates and allows members to actively invest in the stock market, along with the much celebrated Institute of Entrepreneurship (IOE), where community members earn a certificate in Entrepreneurship after three months of comprehensive training on aspects of starting and owning a successful competitive business. The main goal and purpose of IOE is that each year one of the trained businesses will be awarded up to $10,000 start up money to ensure financial success. The newly added SAT & PSAT prep courses for children ages 9-19 fuels the potential success of all who walk through the doors of New Zion Christian Church.
Apostle Pleasant has met with government officials such as President Clinton and Nelson Mandela. He has performed marriage ceremonies and counseled numerous celebrated personalities such as Usher Raymond (Confessions Recording Artist), Terri Vaughn (Lavita Jenkins on The Steve Harvey Show), Peerless Price (Atlanta Falcons WR) and many others. He is civically engaged as well. After the Columbine High School shooting; he founded the National School Safety Advocacy Association. His latest foundations include the Young Entrepreneurship Program (YEP) and the African American Consumer Economic Rights Inc (AACER).
Apostle Pleasant is the husband of Kimberly Pleasant and the proud father of three children; Christian, Zion and Nicara.
God gave him the vision to establish a Biblically based economic development initiative for New Zion Christian Church. As a result, Apostle Pleasant is constantly sought after and he remains at the pulse of the economic business sector. He created programs in the church such as the Wealth Builders Investment Club (WBIC), which educates and allows members to actively invest in the stock market, along with the much celebrated Institute of Entrepreneurship (IOE), where community members earn a certificate in Entrepreneurship after three months of comprehensive training on aspects of starting and owning a successful competitive business. The main goal and purpose of IOE is that each year one of the trained businesses will be awarded up to $10,000 start up money to ensure financial success. The newly added SAT & PSAT prep courses for children ages 9-19 fuels the potential success of all who walk through the doors of New Zion Christian Church.
Apostle Pleasant has met with government officials such as President Clinton and Nelson Mandela. He has performed marriage ceremonies and counseled numerous celebrated personalities such as Usher Raymond (Confessions Recording Artist), Terri Vaughn (Lavita Jenkins on The Steve Harvey Show), Peerless Price (Atlanta Falcons WR) and many others. He is civically engaged as well. After the Columbine High School shooting; he founded the National School Safety Advocacy Association. His latest foundations include the Young Entrepreneurship Program (YEP) and the African American Consumer Economic Rights Inc (AACER).
Apostle Pleasant is the husband of Kimberly Pleasant and the proud father of three children; Christian, Zion and Nicara.
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Most Helpful Customer Reviews
5.0 out of 5 stars
excellent, practical and powerful!,
This review is from: Advertising Principles: How To Effectively Reach African Americans in the 21st Century (Paperback)
This is a very practical and powerful book. I especially love how you can write in the book in the blank spaces to capture your reflections and thoughts. The book is excellent for the busy professional or student that is looking for a supplement on how to effectively reach african americans. The book begins with blunders that have been commited and then illustrations of companies that have gotten it right. Finally the author does an excellent job of providing a solution to properly reach african americans by listing key pyschographic varibles to avoid such blunders. if i could give this book a 10 i would. It is just the right length as it is not too long, excellent for the busy professional and busy student. This is an awesome book.
1.0 out of 5 stars
Such a disappointment,
By Mizukan (chicago, il) - See all my reviews
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This review is from: Advertising Principles: How To Effectively Reach African Americans in the 21st Century (Paperback)
As much as I hate to write this review, I feel I owe it to others who may order it, only to be disappointed when they realize that it is not what they expected. I initially purchased this book to use as a text for a class I will be teaching. Once I received it, I knew that I could not in good conscience ask students to pay $25 for what was essentially just a collection of short (1-2 page essays/articles) with several pages of VERY elementary "discussion questions" followed by blank lines. So essentially, half of the already extremely thin book was blank!
I will simply say that the description does NOT fit the book at all. I promply returned mine.
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