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Artikel"Aunt Jemima Is Alive And Cookin’?" An Advertiser’s Dilemma Of Competing Collective Memories  
Oleh: Davis, Judy Foster
Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Macromarketing vol. 27 no. 1 (Mar. 2007), page 25-37.
Topik: advertising strategy; African Americans/blacks in advertising; Aunt Jemima brand; collective memory theory; multicultural marketing
Fulltext: 25.pdf (2.27MB)
Isi artikelThis article discusses how a proposed advertising theme created a strategic and public relations dilemma for a team of modern-day marketing executives when viewed in the context of the promotional history of the Aunt Jemima brand. Using collective memory theory as a framework, this article explores alternative perspectives of the brand’s image among black and white consumers in light of a controversial proposed advertising theme. Archival records housed in the Smithsonian’s National Museum of American History allow for a reconstruction of the executives’ decision scenario, ramifications of the advertising strategy, and a discussion of implications for contemporary practitioners.
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