Target Market
News
Presents
The 2004
Black Consumer
Research and
Advertising
Summit
June 30th – July 1st
The Wyndham Chicago Hotel
The fifth annual event examining
the latest trends, findings and
practices in marketing to the
African-American consumer market
Presentations from:
Amalgamated Publishers, Inc.
American Urban Radio Network
Allen and Partners
Arbitron Inc.
Ariel Capital Management
BET
Burrell
E. Morris Communications
Hunter-Miller Group
Insights Marketing Group
Johnson Publishing Co.
M. Davis & Co.
Nielsen Media Research
NSights Worldwide
R.J. Dale Advertising
Starcom Worldwide
Tapestry Partners
Target Market News
UniWorld Group
U.S. Dept. of
Commerce
Wimbley Group
(Program is
subject to change)
WEDNESDAY, JUNE 30th
8:00 Registration and Continental Breakfast
8:45 Welcoming Remarks
9:00 The Buying Power of Black America
Presenter: Ken Smikle, President
Target Market News
The eleventh edition of Target Market News’ report on the expenditures of black
households will be debuted at this session. New trends will be discussed in
spending for apparel, cars, computers, food, health and beauty aids and more.
Learn what opportunities are revealed in the spending habits of African-American
consumers, who now earn $631 billion in income.
10:00
The Changing Mindset of the Black Consumer
Presenter: Pepper Miller, President
Hunter-Miller Group
How have African-American consumers’ outlook changed over the past year? What
are shifts in attitudes between younger and older generations? How has
prosperity, the war and hip-hop culture re-shaped their thinking and behavior?
Pepper Miller will share insights gained from focus groups conducted for major
corporations.
10:50
Mid-Morning Break
11:00
Trends and Opportunities: Today’s Black Newspaper Readers
Presenter:
(To Be Announced)
Amalgamated Publishers Inc.
This session will review the findings of a new and extensive study
of black newspaper readers
recently conducted by CNW
Marketing Research, Inc. for Amalgamated Publishers, Inc. The study – the first
of its kind – provides new insight into this audience. It reveals new
opportunities for marketers to reach a segment of the African-American
population that is of high income, highly educated and difficult to reach
through other media.
12:00
Luncheon Keynote Address:
Susan D. Whiting, President and CEO
Neilsen Media Research
Sponsored by
1:00 The Census: The Latest on Where African-Americans Stand
Presenter: Marilyn D. Stephens, Information Services Specialist
U. S. Census Bureau
In the latest Census data, African-Americans still outnumber the Hispanic
population. How has the growth of the black population changed? New information
extracted from the 2000 Census, as well as recent up-dates, are now available.
Statistics can also be extracted on local markets. Through its re-designed Web
site, the U.S. Dept. of Commerce has made most of its extensive resources
available to anyone with a computer. Find out how your company can sort out the
Census Bureau’s offerings.
2:00
Why Targeted Advertising Works In Persuading African-American Consumers
Presenter: Daniel Murphy, Vice President
Insights Marketing Group
Do you have an advertising budget to target black consumers? This presentation
identifies the right business reasons for implementing and committing to
multicultural advertising campaigns. It details with normative copytesting data
why and how targeted advertising has the potential to be more effective than
general market advertising. Learn how to apply these findings to your company’s
efforts.
2:50
Mid-Afternoon Break
3:00
African-American Advertising Agencies: The Era of Change
Presenters:
R.J. Dale, Chairman
R.J. Dale Advertising and Public Relations
Clients: Illinois Lottery, Jewel/Osco, Illinois Dept. of
Commerce and Economic Opportunity,
Solutia Inc., Coca-Cola Enterprises, Harris Bank
Chuck Morrison, Executive Vice President
UniWorld Group
Clients: AT&T, Burger King, Ford, Lincoln/Mercury, Home
Dept, Colgate-Palmolive, Kraft,
Eugene Morris, President and CEO
E. Morris Communications
Clients: Wal-Mart, Tyson Foods,
McGhee Williams, Managing Partner
Burrell
Clients:
P&G,
McDonald's, Toyota, General Mills, Verizon, Sears and Marriott
In just brief period of the last six months, the nation’s leading black-owned
advertising agencies have undergone tremendous change. From bankruptcy to
historic general market assignments, African Americans in the advertising
business are facing new challenges and enjoying new success. What will these
developments mean for clients, media and the industry as a whole? Our panel of
distinguished executives will offer their insights and share insider’s view of
the stories behind the headlines.
4:00 Destination, Dollars: An In-depth Look Into The African-American
Traveler
Presenter: Morris Davis, President
M. Davis and Associates
Black consumers spend more than $4 billion annually on personal travel, yet very
little research has been conducted on what drives their purchasing decisions.
This session will take a look at newly commissioned research conducted for
government agencies and local visitor bureaus. It offers a unique profile of the
African-American travel market.
5:00
End of Day Reception
THURSDAY, JULY 1st
8:00
Continental Breakfast
8:45
Welcoming Remarks
and Recap
9:00 The BET
Black Consumer Study
Presenters: (To Be Announced)
Black Entertainment Television has just concluded the most comprehensive
research ever conducted on the attitudes and preferences of African-American
consumers. The study was conducted by NSights Worldwide, the research firm
responsible for producing the Yankelovich African-American Monitor. Since this
is a proprietary study, this may be your only opportunity to view results from
this long-awaited research project and to ask questions about the findings.
10:00
Media Buying Trends and Strategies for Tapping African-American Audiences
Presenters: Deborah Gray Young, Vice President and Director
Media and Strategic Services
E. Morris Communications
Clients: Wal-Mart, Tyson Foods,
Illinois
Dept. of Tourism
Zeline Kelley Bates, Media Director
The Wimbley Group
Clients: Mazda, Kellogg Co.
Today’s mix of African-American media presents numerous challenges for media
buyers. With an ever-changing landscape and clients demanding more from less,
what elements go into crafting an effective media strategy? How can you tap into
your target customers without overspending? Research is an integral part of the
media-buying process. Hear what goes into the equation from some of the nation’s
most knowledgeable advertising media professionals.
10:50 Mid-Morning Break
11:00 Radio Advertising Success
Presenters: Julian Davis, Director of Urban Radio Marketing Services
Arbitron Inc.
E. J. “Jay” Williams, President,
American Urban Radio Network
Radio now offers more opportunities than ever to target the African-American
market by various demographic characteristics. It also offers marketers the
ability to build brand awareness and loyalty like no other medium, Our expert
panel will share new research on why the urban radio audience is unique in its
relationship to brands, and how you can use radio more effectively in targeting
to African-Americans consumers.
12:00
Luncheon Keynote Address
Renetta McCann, CEO
Starcom North America
Sponsored by
1:00
Measuring Your
Impact: How Big Should Your African-American Ad Budget Be?
Presenters: Camellia Ware, Associate Media Director
Tapestry Partners
Clients: Allstate, Kraft, Disney
How do you decide if your getting your share of the African-American market? How
do you determine what you should be spending to advertise to this segment?
Tapestry Partners has developed a proprietary measurement tool that can help you
answer these questions. Find out in this session how this information can change
your effectiveness in tapping black consumers’ dollars.
2:00 The
Niche Within The Niche: Understanding The Black Caribbean Market
Presenter: Clyde Allen, Chairman
Allen and Partners
The number of blacks living in the U.S. continues to grow steadily, and offer
more reasons why marketers should be paying more attention to this segment. Not
only are they having an impact on African-American and American culture, their
spending can be influenced through media that targets them specifically. Lean
more in this presentation about the opportunities that exist.
2:50 Mid-Afternoon Break
3:00 The African-American Magazine Market: Interpreting the Latest
Trends and Research Data
Presenters: Aiesha Powell, Director of Research
Johnson Publishing Co.
This session will offer new research examining how black consumers’
relationships with magazines are growing and changing. An analysis will be
presented of how black-oriented magazines fare against all titles in attracting
advertising. Research data from Simmons, MRI, MPA/PIB and others will be
presented with insights on how to be more effective in using magazine
advertising to persuade African-American consumer purchases.
4:00
The Investing and Saving Habits of African-Americans: The Ariel/Schwab Survey
Achieving wealth is a growing priority for black households. With their incomes
growing faster than any other segment of the population, African-Americans are
becoming more savvy about managing their financial destiny. Once again, the
Ariel/Schwab study will get one of its first public airings at our Summit, and
the results, as always, are much anticipated. See a review of how these financial habits and
attitudes will impact all marketers
5:00 End of Summit
All attendees will receive with their registration the 2004 Summit Workbook with
hardcopies of presentation and copies or abstracts of these newly released
research reports and publications:
The Buying Power of Black America – 2004
The 2004 Ariel/Schwab Study on Black Investor Habits
Arbitron’s Urban Radio Today Report
U.S. Census Bureau Current Black Population Survey
Program is subject to change.
Click here to order the 2004 Summit Workbook