Black woman getting attention from advertisers

Posted: June 10, 2008 in Economy, Sistahs

Toyota: No One’s Targeted Black Women Like This

By Claude Brodesser-Akner

LOS ANGELES (AdAge.com) — With companywide sales down 8% this May compared with a year ago, every sale suddenly matters to Toyota Motor Corp. And so the carmaker is launching what it calls an “episodic interactive campaign” to connect with a car-buying audience it has never targeted: professional African-American women.

he automaker’s Camry has been the best-selling car in America for nine of the past 10 years, but it seems African-American consumers would rather hitch their wagons to just about any other brand.

“Here’s this nameplate that’s ubiquitous,” said Monica Warden, account director for Burrell, Toyota’s agency of record or African-American advertising. “But for an African-American woman, it’s not even in her consideration set. Our preliminary testing found they think of it as suburban, not urban; as solid but boring. And for this woman, she doesn’t see herself as boring.” (more…)

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