Minority Marketing (Crain Books, 1980)
Published in 1980, Minority Marketing is a book that contains statistics and tips designed to help advertising agencies navigate various minority markets. Using market research on minorities and media usage, it focuses particularly on African American and Hispanic populations but also includes brief mentions of Italian Americans, Jewish Americans, Native Americans, and Asian Americans. Another major topic of analysis is minority deflation, or undercounting, in the United States census. The book also introduces particular ad campaigns as a case studies designed to explore how minority populations are targeted and represented. Of particular interest might be the Mazola margarine commercial campaign, which used a Native American in order to project a more “authentic” image.