The Negro marketing dilemma

Abstract

Purpose Terminologies such as “integrated marketing” and “market segmentation” may be common parlance in contemporary marketing literature, but, in post-war America, they had distinct racial orientations mediated by a history of segregation. This paper aims to examine the resonant discourses in the construction of the Negro market in post-war America and observes that the field of marketing provides a historiography, where Negro marketing was constructed as dilemmatic and through a duality of the black market impacting the well-established white market. A survey of marketing literature from the 1950s to the 1970s reflects a discursive turn from scepticism and caution in approaching the Negro market to evoking the ethical discourse and advocating equal rights for the black consumer. Design/methodology/approach A review of articles on the topic reveals that research occurred in other academic fields beyond the remit of marketing, and these different disciplines approached the issue of the Negro market from different research orientations and fields of enquiry. This paper focuses on academic literature that was published in marketing and business journals which were concerned with marketing to the black community. The journals reviewed in this paper include Journal of Marketing Research, Marketing/Communications, The Journal of Business, The Journal of Marketing and Journal of Advertising Research published from the 1950s to the 1960s. In reviewing the marketing literature from these journals, it highlights the recurrent and resonant themes and shifts in discourse in the period mentioned. Findings Despite the scepticism, there was a recognition among market researchers that they were in a unique position to influence significantly the future relationships between blacks and whites in America (Gould et al., 1970, p. 26; Kassarjian, 1971; Hair et al., 1977; Solomon et al., 1976). The marketing discourses also showed reluctance in supporting black media, as advertising agencies did not have a preference for it. Black advertising organizations, while providing access to the Negro market, were seen as having high preparation costs and high costs per thousand in terms of reaching the population. There was also dissatisfaction expressed with the results of the copy (Alexis, 1959). Originality/value The moral turn in advertising is evident in the late 1960s and early 1970s, where marketers spoke of intervention beyond market strategies. Cohen (1970, p. 3) argued fervently that there exists an opportunity for advertising to improve its social image by giving more attention to the black community. The moral discourse of social responsibility as marketers and advertisers sought to go beyond advocating consumer rights to recognising that structural changes and attitudinal shifts was required to reform the industry through recruitment and training of black staff in creative and consultative roles. Wall (1970, p. 48), in commenting on integrated advertising, observed that beyond producing advertisements which create a sense of equality in life style and values, black employment is vitally important in creative levels in the advertising industry to improve credibility and acceptance.