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This completely revised Packaged Facts report analyzes the African American market, still the largest minority population segment in the United States. The report offers a thorough demographic analysis of the African American population based upon the most recent available data on income, occupation, education and other important economic and social variables. It also offers an assessment of the current size and projected growth of the African American market through 2004, and reviews shopping behavior and consumption trends. In-depth case studies of marketing strategies and advertising campaigns are also provided.

Additional Information

Scope and Methodology

Scope of Report

This report analyzes the market represented by the African American population of the United States. The most recent race and ethnicity guidelines published by the U.S. Office of Management and Budget (OMB) define an individual of the “black” or “African American” race as a person having origins in any of the black racial groups of Africa. Packaged Facts uses the terms “black” and “African American” interchangeably in this report.

The terms “black” and “African American” refer exclusively to the race of individuals, not to their ethnicity. A person of the “black” race also is identified by the Census Bureau as belonging to either the “Hispanic” or “Not Hispanic” ethnic categories, and a person of “Hispanic” ethnicity can be “Black,” “White,” or of any other race. This report analyzes the market created by all African Americans, regardless of their original ethnicity and recent national origins.

Methodology

The study was based on interviews with marketing and advertising executives as well as an extensive review of published materials. These included data from the U.S. Census Bureau, Bureau of Labor Statistics, and other federal government agencies. Sources also included a wide range of journals covering the demographic, marketing, and advertising fields, corporate and African American-oriented Web sites, and news reports on social and economic trends within the African American community.

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