How to Reach African-American Consumers

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While some brands have done a good job in reaching African-American consumers, others have a lot of room for improvement. Cynthia Perkins-Roberts, vice president of diversity marketing and business development for the Cabletelevision Advertising Bureau, said there’s an opportunity for marketers to specifically target African-Americans via cultural insights that are “baked into” creative since the beginning and not implemented as an afterthought.

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