ERIC Number: ED127648
Record Type: RIE
Publication Date: 1975
Reference Count: 0
An Audience Analysis of Inner City Black Businesspeople.
Krohn, Franklin B.; Rogers, Donald P.
This study was undertaken to describe the perceptual, demographic, and psychological characteristics of black businesspeople in the inner-city community of Buffalo, New York, in order to assist commercial and investment bankers in the formulation of advertising and loan strategies. Of 380 questionnaires distributed to the target population, 104 were returned. Analysis of data attempted to gauge the relationship of the audience (the businesspeople) to the communicator (the banks), the relationship of the audience to the subject and to the purpose of the message, the basic beliefs and attitudes of the audience, and the characteristics of the audience. Although guidelines for communicating with the black business audience were suggested on the basis of this investigation, the economic realities of a tight money market discouraged their implementation. (KS)
Publication Type: Reports - Research
Education Level: N/A
Authoring Institution: N/A