Purpose: This paper aims to track how African-American or black male advertising models are viewed by male consumers within the context of dramatic ongoing cultural and legal change. It provides broader implications for other ethnic minorities. Design/methodology/approach: A content analysis of...

This exploratory study examines how promotional effectiveness is determined in small firms and examines decision‐makers attitudes toward promotional performance and measurement. Although it is commonly believed that small business managers rely upon intuitive methods, this study suggests that...

Purpose – The influence of research on decisions concerning black consumers by mainstream marketers between 1920 and 1970 is to be examined. Market opportunity analysis provides a theoretical foundation. The paper aims to discuss these issues. Design/methodology/approach – This study is...

Purpose – The purpose of this paper is to present a biographical review of the career of the late Caroline Robinson Jones (1942‐2001) in order to understand her challenges and contributions to the advertising profession. Prior to her death, she was considered the foremost African‐American...

This exploratory study examines how promotional effectiveness is determined in small firms and examines decision-makers attitudes toward promotional performance and measurement. Although it is commonly believed that small business managers rely upon intuitive methods, this study suggests that...

1. Women and African-Americans in the advertising profession : an historical overview of the industry and people -- 2. Barbara Gardner Proctor : unconventional advertising pioneer -- 3. Caroline Robinson Jones : tenacious advertising trailblazer -- 4. Joel P. Martin : transformative artist -- 5....