NCCRESt

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Learning to Create Ad Strategies for "Different" Target Audiences

Describes a focus group exercise used with advertising creative- and strategy-development students that was designed to cultivate awareness of the ethnic consumers' purchase-decision process. Offers an overview of the project's stages, describes the assignment, and notes that members of the original-product focus group also reviewed students' creative solutions and provided feedback. (SR)

• Author/Creator: Treise, Debbie, Wagner, Elaine
• Date Published: Spr
• Journal/Secondary Title: Journalism and Mass Communication Educator
• Number: 1
• Volume: 54
• Year: 1999

This resource is cataloged under:

• Network/channel: NCCRESt: People: Students
• Subject: Cultural Awareness
• Subject: Cultural Differences
• Subject: Focus Groups
• Subject: Higher Education
• Subject: Marketing
• Subject: Mass Media
• Subject: Multicultural Education

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