Some marketers mistakenly feel that they can easily reach the African American Consumer Market (AACM) simply because they speak English.
This couldn't be further from the truth. In order to successfully reach this audience, marketers need to realize that they can't just put out a broad message, assuming it will reach all minority groups.
With a population of 38.7 million in 2005, African Americans are now the second-largest minority group in the US. However, evidence has shown that marketing efforts ...