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What
is Urban Marketing?
Urban Marketing is NOT:
• Only
Hip-Hop images.
• Depicting people of color in what would otherwise
be a mainstream campaign.
• Marketing based on stereotypes, generalizations
or assumptions of urban culture.
• Assuming that there is only one Urban consumer
and/or culture.
• A trade-off to targeting the mainstream market.
Instead, the urban market is often the gateway to the
mainstream market.
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32
-27: Excellent.
You have a great understanding
of the concept
of Urban. Take a quick look at the questions that you had
difficulties and see if it is worth your time to know more.
Your customers and your business may depend on it In fact,
we’ll be watching you.
28 -23: Good
start
There were a few that had you stumped.
Now you have to ask yourself if your knowledge is strong enough
to take your company and other companies to the next level
in the marketplace. It really was a great idea to use a rapper
for a spokesperson, but when the product targets 35 year olds,
you should reconsider. Oh yea, stop translating materials
for the company, it did save money, but the consumers are
killing themselves laughing at you.
22 -17: You’re
Okay - just okay
Although we won’t give you a thumbs
up, you are still good with us. You might consider a little
one-on-one or some research to bone up. If you are working
on behalf of others, people seek help. You are going to do
something really uncool if left to your own devices. But,
the good news is…now you know.
16 and
below
We’ll just give you an
“A” for effort. You really tried, but let’s
face it, you really don’t get the Urban “thing.”
It’s a complex animal, and that’s okay. Stick
to what you do best, and let someone else handle this.
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