Collection Development "Advertising and Marketing": New Markets, New Media

A quick scan of advertising, public relations, and marketing trade journals like Adweek, Brandweek, and Public Relations Tactics quickly reveals that producers of consumer goods and services are increasingly using niche marketing strategies and methods to reach specific groups of potential buyers. Crest designs toothpaste flavors and packaging to attract Latinas; Dodge puts juice-box holders in their minivans to appeal to moms; boomers are targeted via email for wealth management services.

Thanks to the Internet and new online technologies, marketers are also expanding the variety of ways they connect to consumers. An ad campaign no longer solely consists of print advertising and television and radio spots—now there are web sites, blogs, email campaigns, webcasts, instant messaging (IM) ads, syndicated web feeds (RSS), and podcasts to consider when looking for the right mix of media outlets.

Publishers like the American Management Association, Wiley, McGraw-Hill, Prentice-Hall, and Paramount Market Publishing are addressing these emerging niche markets, particularly those that hold the most promise in terms of potential spending, such as Hispanics, women, and baby boomers, though there is considerably less material on GLBT (gay, lesbian, bisexual, transgendered), Asian American, and African American consumer habits. Electronic marketing is also well covered by these publishers. Excellent information on these topics can also be found in trade journals like Multichannel News and Advertising Age. As for web sites, there are a handful of useful ones, but many are proprietary or require an individual paid subscription. Some sites feature video webcasts, which may compensate for the lack of availability of AV resources. Remember that population studies and technology information age quickly, so be sure to weed out anything that says "By the year 2000...."

The following bibliography of niche and new media marketing resources (excluded are basic "how-to" titles on generic marketing, public relations, and advertising) aims to serve a broad range of public and academic library users. Small or specialty businesses trying to establish themselves or adapt to changing populations and methods of marketing will use these resources, and undergrads and MBAs will find these titles on their course reading lists. Starred [*] titles are essential for most collections.

GARCIA, GUY. The New Mainstream: How the Multicultural Consumer Is Transforming American Business. Rayo: HarperCollins. 2004. 336p. index. ISBN 0-06-058465-3. $24.95; pap. Oct. 2005. ISBN 0-06-058466-1. $12.95. Garcia, a journalist and multimedia entrepreneur, effectively argues that diversity in itself is a burgeoning market, responsible for cross-promoting "ethnic" products and services while allowing nonmainstream consumer groups (blacks, Latinos, and Asians) to integrate with American business.

*Multicultural Marketing in America 2005. VNU Business Media. (AdWeek Directories). 2005. 437p. ed. by Carlynn Chironna. illus. index. ISBN 1-891204-38-6. pap. $299; also available online, $499 annual subscription; sign up for online access at www.adweek.com/directories; for print/CD combo, call 800-562-2706. Arranged by community (Hispanic/ Latino, African American, Asian American, GLBT), this annual directory lists over 2400 companies involved in multicultural advertising, PR, marketing, events, etc. Details include address, phone, fax, web address, email, names/titles, billings, expenditures, and services offered.

USUNIER, JEAN-CLAUDE OTHERS. Marketing Across Cultures. 4th ed. Financial Times: Prentice-Hall. 2005. 594p. illus. bibliog. index. ISBN 0-273-68529-5. pap. $80. This textbook details the complexities of international and cross-cultural marketing with specific sections on communication, globalization, consumer behavior, and negotiations. Academic in tone and structure; for business schools and larger public library business collections.

By 2010, consumer spending by this rapidly expanding demographic group is expected to reach $1 trillion, according to Chain Store Guide.

*CARTAGENA, CHIQUI. ¡Latino Boom!: Everything You Need To Know To Grow Your Business in the U.S. Hispanic Market. Ballantine. 2005. c.256p. ISBN 0-345-48235-2. $24.95. Cartagena, a media pioneer who helped launch TV Guide en Español and other Spanish-language products, offers vital data about the top ten Hispanic markets, as well as advice on how to adapt levels of acculturation and language usage to one's marketing campaign and mistakes to avoid.

KORZENNY, FELIPE BETTY ANN KORZENNY. Hispanic Marketing: A Cultural Perspective. Butterworth-Heinemann: Elsevier. 2005. c.328p. illus. maps. ISBN 0-7506-7903-4. pap. $29.95. Korzenny (director, Center for the Study of Hispanic Marketing Communication, Florida State Univ.) has put together a comprehensive guide to integrated marketing principles for the Hispanic market, including conceptual tools, definitions of the market, and cultural principles.

*VALDÈS, M. ISABEL. Marketing to American Latinos. Pt. 2: A Guide to the In-Culture Approach. Paramount Market Pub. 2002. 352p. illus. index. ISBN 0-9671439-2-6. $54.95. Considered the creator of "in-culture marketing," a methodology that recognizes the existence of cultural programming and consumer groups with life experiences "in a different cultural setting," Valdès draws on the latest Census figures and follows up on her 2000 initial study of Hispanic marketing in the United States.

Though this market is widely recognized as having high levels of disposable income, there is surprisingly little recently published, except in trade journals, on the subject.

HIM CORP. Gay Market Guide 2005. Hyperion Interactive Media, 7336 Santa Monica Blvd., Suite 6L, Los Angeles, CA 90046 (order online at www.himcorp.com/ guide). 2005. 98p. ed. by Matthew Skallerud. illus. $29.95 + $4 s/h. Compiler Skallerud launched HIM Corp. in 2001 to focus on developing niche-oriented web sites for the gay and lesbian community and to help businesses reach those consumers. This annual directory identifies resources available in the GLBT marketplace by demographic theme (travel, careers, leather, etc.), geography, associations, media outlet, and others. The next edition will ship in March 2006.

While the kids' market is important, women are increasingly responsible for determining how household earnings will be spent.

*BAILEY, MARIA T. BONNIE W. ULMAN. Trillion-Dollar Moms: Marketing to a New Generation of Mothers. Dearborn Trade. 2005. 272p. index. ISBN 1-4195-0457-6. $23. To help businesses tap into the lucrative $1.7 trillion "Mom" market, Bailey, an authority in this area, and Ulman, a consumer research consultant, offer concrete examples of successful advertising, marketing, and PR strategies.

*JOHNSON, LISA ANDREA LEARNED. Don't Think Pink: What Really Makes Women Buy—and How To Increase Your Share of This Crucial Market. AMACOM: American Management Assn. 2004. 240p. bibliog. index. ISBN 0-8144-0815-X. $23. Did you know that women buy more lawn mowers than men?! This thoroughly entertaining and informative guide by the cofounders of the marketing firm ReachWomen explores the mistakes and successes in marketing to the female consumer. (LJ 6/15/04)

KANNER, BERNICE. Pocketbook Power: How To Reach the Hearts and Minds of Today's Most Coveted Consumers—Women. McGraw-Hill. 2004. 288p. index. ISBN 0-07-141860-1. $24.95; pap. Oct. 2005. ISBN 0-07-146218-X. $16.95. CBS Marketwatch columnist Kanner states "the power of the pocketbook cannot be underestimated" and that it is time for the advertising and marketing world to recognize the importance and influence of women consumers.

MCNEAL, JAMES U. The Kids Market: Myths and Realities. Paramount Market Pub. 1999. 272p. illus. index. ISBN 0-9671439-1-8. $54.95. Authored by an expert in children's consumer behavior, this title clearly explains how children perceive the marketplace around them. International in scope and ahead of its time.

The biggest and richest generation in U.S. history expects companies to cater to its high expectations. And keeping up with the Joneses has never been more popular as luxury goods and services once marketed exclusively to the rich enter the consumer mainstream.

GREEN, BRENT. Marketing to Leading-Edge Baby Boomers. 2d ed. Paramount Market Pub. 2005. 330p. bibliog. index. ISBN 0-9725290-7-1. $39.95. The boomers control over $750 million in discretionary income and are considered the first generation to experience mass-marketing. With 25 years of marketing experience, and as a boomer himself, Green asserts that his is a key consumer group, programmed to buy.

*NUNES, PAUL BRIAN JOHNSON. Mass Affluence: Seven New Rules of Marketing to Today's Consumer. Harvard Business School. 2004. 270p. illus. index. ISBN 1-59139-196-2. $29.95. It's hard to ignore the 22 million U.S. households that have gained significant levels of wealth, income, and discretionary spending over the past 30 years. Researchers Nunes and Johnson document this phenomenon and the potential it holds for American business.

OECHSLI, MATT. The Art of Selling to the Affluent: How To Attract, Service, and Retain Wealthy Customers & Clients for Life. Wiley. 2004. 241p. bibliog. index. ISBN 0-471-70323-0. $24.95. Having studied the buying and spending habits of the rich, Oechsli, a consultant to the wealth management industry, knows the way to their wallets. Read first his final chapter: "The 12 Commandments of Affluent Selling"

New media offer alternative ways to reach a vast body of potential consumers quickly and inexpensively. As technological innovations occur daily, use an alert service in your favorite bibliographic resource (EBSCO's Book Index with Review, Ingram's iPage, etc.) to keep current on new titles in this area.

ANTION, TOM. The Ultimate Guide to Electronic Marketing for Small Business: Low-Cost/High-Return Tools and Techniques That Really Work. Wiley. 2005. 320p. index. ISBN 0-471-71870-X. pap. $19.95. A small business consultant and public speaking expert walks the reader through the basic mechanics and effective implementation of marketing in a variety of online media, including how to create and distribute a "kick-butt" electronic magazine. Informative and entertaining.

BERKLEY, HOLLY. Low-Budget Online Marketing for Small Business. 2d ed. Self-Counsel. 2005. 130p. bibliog. ISBN 1-55180-634-7. pap. $14.95. Taking the expertise she gained at a high-end ad agency in creating and rolling out online marketing campaigns, Berkley covers all the basics for small businesses, from creating effective email subject lines to launching a webcast.

GARDNER, SUSANNAH. Buzz Marketing with Blogs for Dummies®. Wiley. 2005. 338p. illus. index. ISBN 0-7645-8457-X. pap. $24.99. Gardner (Univ. of Southern California School for Communication) guides the blogging "newbie" from conception to launch and discusses how the marketing message can be extended beyond the basic blog.

HART, TED OTHERS. Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising.Wiley. 2005. 360p. illus. index.ISBN 0-471-69188-7. $39.95Online outreach can give nonprofits exposure to a seemingly infinite number of potential donors and sponsors. A generous number of case studies and input from international e-marketing practitioners contribute to this comprehensive manual on online fundraising.

*HOLTZ, SHEL. Public Relations on the Net: Winning Strategies To Inform and Influence the Media, the Investment Community, the Government, the Public, and More! 2d ed. AMACOM: American Management Assn. 2002. 444p. illus. index. ISBN 0-8144-7152-8. pap. $24.95. Internet communications consultant Holtz is emphatic that online marketing and PR require a different method and style than print. Examples of successful campaigns using techniques such as viral marketing, which depends on a high pass-along rate among consumers; online consumer surveys; and email blasts are included.

MORAN, MIKE BILL HUNT. Search Engine Marketing, Inc.: Driving Search Traffic to Your Company's Web Site. IBM Pr: Prentice-Hall. 2005. 592p. ISBN 0-13-185292-2. pap. $49.99. Within the next five years, spending on search engine marketing is predicted to triple to an estimated $26 billion. Moran, an IBM engineer, and Hunt, a search engine marketing consultant, cover every aspect of this rapidly emerging media channel. The glossary is excellent and necessary for keeping track of the new e-marketing vocabulary.

*STRAUSS, JUDY OTHERS. E-marketing. 4th ed. Prentice-Hall. 2005. 456p. bibliog. index. ISBN 0-13-148519-9. pap. $90.20. Balancing basic marketing principles with new online formats, this comprehensive guide also features excellent appendixes, including a glossary and an overview of Internet penetration worldwide.