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Essay / Research Paper Abstract
This 5 page paper critically reviews an article in Advertising Age that looks at the importance of soft drink companies marketing to minority teens. Minority teens are described as begin trend-setters. Bibliography lists 2 sources.
Page Count:
5 pages (~225 words per page)
File: RT13_SA147rev.rtf
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that looks at the importance of soft drink companies marketing to minority teens. Minority teens are described as begin trend-setters. Bibliography lists 2 sources. SA147rev.rtf
Chura (2001) looks at the concept of marketing to minority teenagers. It is by no means a new concept, but the author points to new research
that suggests the target market will be lucrative. Chura (2001) notes what beverage marketers are looking into research and development in order to fine tune marketing plans which will entice
minority teenagers. With the use of the 2000 census, marketers see the segment as one that helps to drive mainstream American trends which includes everything from body language to slang
(2001). Indeed, many new white rappers seem to be copying from their black counterparts and white music has begun to take on a rather Latin tone. Certainly, one sees
that minorities are setting trends. There has been a Latin explosion in music in 2000 and 2001 and black musicians have always set trends. Marketers see this as important
and by targeting minority teens, they can perhaps plunge their product forward. The author does have some good insights into the idea of target marketing. Companies want to go with
what is popular and not what just might become popular. Minority teens are now a known entity and the author has the statistics to back that up. Chura (2001) goes
on to note that black teens are leading trendsetters and are therefore important to soda companies. Yet, firms are now recognizing the importance of the Latino population in terms of
buying power (2001). Hispanics encompass about 13% (2001, p.1) of the U.S. population and it is predicted that it could grow to as much as 35% (2001, p.1) by 2050.
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