Diversity in Advertising: Broadening the Scope of Research Directions

By Jerome D. Williams; Wei-Na Lee et al. | Go to book overview

CHAPTER SEVENTEEN
Diversity: Population Versus
Market
Geraldine Fennell
Consultant
Joel Saegert
The University of Texas at San Antonio

In This chapter, wetakea marketing perspective on the topic of advertising in the context of population diversity. Inan interdisciplinary context such as we have in this volume, it is useful to reflect on the nature of the characteristic contribution from eachdiscipline. What isa reader to assume upon learning that the topic, advertising and population diversity, isto beconsidered from a marketing perspective? What isthe nature of the uniquely marketing contribution to the topicof diversity? Addressing that question, weconsiderhow diversity arises in the context of the tasks that are marketing's responsibility. In The first of twomajor sections in This chapter, we outline essential components of a marketing analysis, that is, themarketer's tasks of strategic development and communication. In the second, weconsider such tasks in the context of population diversity. Moreover, in that second section, wemakea distinction between population diversity viewed from the perspectives of a marketing analysis(i. e., in lightofreturnon investment) and of socialjustice. First, however, in the immediately following section, we comment on the nature of diversityitself to clarify the counter point between population diversity and market diversity, which is central to the chapter.


DIVERSITY IS DIVERSE

“Diversity” usually evokes characteristics of the generalpopulation as, for example, in the words, “the U. S. population becomes moreand more diverse”in the Call for

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