Marketing: Race And Marketing: Does Skin Color Still Matter In America?

Race And Marketing: Does Skin Color Still Matter In America?

Written by Marketing Basics

You have permission to publish this article electronically or in print, free of charge, as long as repparttar

article is not altered and repparttar 119920

resource box is left intact. A courtesy copy of your publication would be appreciated. Send to: marbasics@yahoo.com

This article was written as a result of a heated discussion we had on a particular Internet marketing forum recently, regarding another article we wrote titled, "Why People Buy: The Psychology Of Sales And Marketing."

The subject of race came up during repparttar 119921 discussion, and we didn't feel that an Internet marketing forum was repparttar 119922 proper forum to discuss racial issues. So, we decided to write this article to voice our opinions and viewpoints about repparttar 119923 subject of race and marketing.

There's a strange phenomenon occuring in repparttar 119924 National Basketball Association. The league is getting whiter and more foreign, and many African-American fans and players suspect there's a lot more going on than international meritocracy.

The perception--and perception is reality in matters of race- -is that repparttar 119925 NBA is trying to phase-out African American players because of corporate (white) fans and international marketing money. In other words, repparttar 119926 thinking is, more white guys who can play equals big bucks. So what, if they're from another country.

What's going on here? Is this blatant racism at work? We think it is, yes. However, those who debunk repparttar 119927 race theory are quick to point out repparttar 119928 fact that repparttar 119929 stockholders, ticket buyers, and corporate sponsors are predominately white. And it's simply not smart business to ignore your financial backers. Therefore, they argue, it goes a lot deeper than blatantly phasing-out African Americans. It's about money, and repparttar 119930 people who control it.

What a bunch of bull! Let's get real here, shall we? We're talking about big business, people. This should be strictly about putting repparttar 119931 best possible product on repparttar 119932 floor every night--period. The color of a player's skin shouldn't matter, but to some, it clearly does. The NBA is obviously "too black" for some in corporate America. A small percentage of corporate America wants to see more white players. It's that simple. And what corporate America wants, corporate America usually gets--even if it ends up turning into an unnecessarily expensive lesson in economics in repparttar 119933 long run.

We just don't understand that kind of backward-ass thinking. Here's why: Over repparttar 119934 last 20 years, Michael Jordan and Tiger Woods phenomenal popularity has been unprecendented in repparttar 119935 history of sports marketing.

Currently, Tiger Woods is practically repparttar 119936 epitome of sports marketing as he transcends repparttar 119937 sport itself, which is exactly what makes him unique. Nike CEO Philip Knight explains that every time they discover a one of a kind athlete like this one, they have to "adopt" him. The reason behind this is that such an athlete is bound to result in something unique no matter what.

Tiger is repparttar 119938 world's greatest athlete and he is getting compensated accordingly. Fans across repparttar 119939 globe are glued to their television sets to see his next amazing exploit, even if they don't know repparttar 119940 difference between a 3-wood and a 9- iron. Tiger has elevated repparttar 119941 seemingly mundane game of golf to another level. He has single-handedly brought golf to repparttar 119942 masses.

With repparttar 119943 phenomenal success and popularity of Tiger Woods and other African American athletes, it's obvious, that repparttar 119944 average white person walking repparttar 119945 streets in America could care less about skin color. This is especially true of young, white adults in repparttar 119946 18 to 24 age group--the ones who propel repparttar 119947 majority of CD sales.

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What is publicity, and why do I need it? Publicity, also known as PR, is much more than just free advertising. Another person is talking about you, telling repparttar 119930 world about your product or service. And who will repparttar 119931 world believe? You or someone talking about you? Publicity is cucially important to your success. Every business can use it. You know all those magazine articles, reviews, and TV feature stories that mention or focus on products and companies? These are repparttar 119932 result of PR. Sometimes, when you see a product in a movie or TV show, that’s PR too. (Companies usually pay for those product 'placements', but that’s another story.) The makers of Safe-T-Man understand this.

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By using Publicity Builder, they achieved coverage in all of these media for a total of over "/software/public_relations/savtmanstory.html" target="_blank">$6 million in free publicity. As a small, home-based company, FunFlatable Products could never have afforded to pay for even a fraction of repparttar 119936 exposure they’ve achieved, but with Publicity Builder, they got it for free. Better yet, all of this PR exposure can be even more effective than conventional advertising.

How to make news, grab headlines, and more Newspaper, magazine and TV news editors are always looking for stories. After all, they have to print a whole new paper or produce hours of TV news every day. They care about finding stories. They couldn’t care less about selling your product or you. So how do you get your product in repparttar 119937 news? The secret is story power, or “angle.” Knowing what’s news… And timing. If you don’t have these elements, your PR efforts will probably be unsuccessful. But with them, there’s no limit to how much publicity you can achieve. Publicity Builder teaches you to maximize your exposure by using repparttar 119938 principles of angle, newsworthiness and timing, and shows you how to apply them to your product. It shows you how to write pitch letters, press releases and create a press kit, and includes pre-formatted documents that you can modify to your needs. And you’ll sound like a pro when you call. Plus, a special section shows you how to get repparttar 119939 most out of trade shows and conventions, from planning your presentation to capturing media coverage.

Cont'd on page 2 ==>

Race And Marketing: Does Skin Color Still Matter In America?

Get your products, services and business featured in magazines, newspapers and on TV. (Free!)

“If you have a product, service or announcement you think belongs in media and a budget you know won’t stand much expense, consider Publicity Builder.” - Larry Blasko, Associated Press

“If you have a product, service or announcement you think belongs in media and a budget you know won’t stand much expense, consider Publicity Builder.”
- Larry Blasko, Associated Press