Race and Ethnicity in Advertising

John Benjamin Harris Papers, 1955-1991

John Benjamin Harris is a Professor Emeritus of Management and Marketing at Virginia State University who pioneered governmental and commercial awareness of African American advertising markets both as an academic and an influential minority markets consultant. His papers detail the marketing strategy, academic research, and advertising campaigns for companies such as Eastman Kodak and The Leo Burnett Company. Much of his work, including his MBA thesis, focused on the African-American market and its viability as a growing consumer market for a wide range of commercial industries. Of particular interest to researchers might be “The Negro Market in America Today (undated),” an engaging, story-like pamphlet in box 2 written for businesses that contains statistics about the African-American population, income, and education.

 

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Harris 6_Movie Camera Purchase Expectations

"Movie Camera Purchase Expectations - Next Two Years." John Benjamin Harris Papers. Box 1. Folder: “CMD Products (Still movie equipment and Film): 1967-8 Marketing Plans Proposal. Eastman Kodak Co."

 

Harris 5_Influence of the Afro-American

"Influence of the Afro-American." John Benjamin Harris Papers. Box 1. Folder: “The Case for Negro-Oriented Newspapers. For Eastman Kodak Company, 1967."

Harris 4_MBA Cover Page

"An “An Analysis of Consumer Advertising to the DC Negro Market. MBA Thesis, NYU 1955." John Benjamin Harris Papers. Box 1. Folder: “An Analysis of Consumer Advertising to the DC Negro Market. MBA Thesis, NYU 1955."

Harris 3_Ancestry

"Ancestry (All Persons). U.S. Bureau of the Census. 1980." John Benjamin Harris Papers. Box 1. Folder: "Ancestry (All Persons)."

Harris 2_Household Income

"Race By Family Income." John Benjamin Harris Papers. Box 1. Folder: “An Analysis of Consumer Advertising to the DC Negro Market. MBA Thesis, NYU 1955."

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