Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 28

A current trend for many companies is the development of marketing messages for specific demographic, ethnic, or lifestyle groups. This allows for a more targeted message than is possible for the mass audience. Go to the following Web sites. What types of marketing messages are on each site How could the information on these Web sites be used to develop integrated marketing communication plans
a. Women (www.ivillage.com)
b. Hispanics (www.hispaniconline.com)
c. African Americans (www.targetmarketnews.com)
d. Gays and lesbians (www.planetout.com)