The Impact of Market Segmentation on African American Frequency, Centrality, and Status in Television Advertising

Abstract

Market segmentation made communication with the advertising audience dependent upon the audience segment. African Americans were the first racial minority group identified as having economic viability as a target market that could be reached through advertising content and placement. A content analysis of 358 prime-time television advertisements for African American and general audiences revealed that African Americans are still playing a subordinate role, even in advertising targeted to them. Market segmentation has increased the breadth, but not necessarily the depth of African American advertising depictions.

Notes

Note. *t(308, N = 358) = −2.024, p = .044;

^a t(129, N = 130) = −3.517, p = .001;

^b t(227, N = 228) = −7.603, p < .000.

Note. ^a t(129, N = 130) = −7.079, p < .000;

^b t(227, N = 228) = −11.631, p < .000.

Note. *t(315, N = 358) = −2.024, p = .044;

**t(193, N = 358) = 2.131, p = .034;

^a t(129, N = 130) = −2.480, p = .014;

^b t(129, N = 130) = −7665, p < .000;

^c t(129, N = 130) = −2.972, p = .004;

^d t(129, N = 130) = −4.705, p < .000;

^e t(227, N = 228) = −4.710, p < .000;

^f t(227, N = 228) = −3.225, p = .001;

^g t(227, N = 228) = −11.588, p < .000;

^h t(227, N = 228) = −3.497, p = .001;

ⁱ t(227, N = 228) = −5.207, p < .000;

^j t(227, N = 228) = −3.476, p = .001

^aCategory value includes the following product types: apparel/accessories, government/organizations, manufacturing/freight, insurance/real estate, and public service announcements.