SMITH MINI CASE: Carl Smith is a 45-year-old Baptist, African American living in Louisiana. He frequently shops at Pinkerton's for items like toothpaste and hair-care products. Pinkerton's is a large store that sells a wide range of products, from jewelry to groceries to lawn mowers. Carl recently received direct-mail advertising from Pinkerton's urging him to purchase his holiday decorations before the season rush starts.
-In the SMITH MINI CASE, the best way for Pinkerton's to advertise to Carl is through ________.
A) mainstream radio
B) television directed specifically toward African Americans
C) mainstream television
D) mainstream magazines
E) radio directed specifically toward African Americans

Question

Quizplus · Accepted Answer

Pinkerton's should advertise to Carl through television directed specifically toward African Americans because Carl is an African American and is more likely to be reached by advertising that is targeted to his specific demographic.

SMITH MINI CASE: Carl Smith Is a 45-Year-Old Baptist, African