Answer the following statement(s) true (T) or false (F)

1. The biggest problem in advertising to women comes from the fact that they are a niche market.
2. Multicultural strategy distinguishes consumer segments by cultural factors and segmentation factors.
3. Cross-cultural strategy distinguishes consumer segments by cultural factors and segmentation factors.
4. In the 1970s, advertising directed at African-American consumers dropped significantly.
5. Everyday people are often the vehicles brand managers use to tap into aspirational Black values.


1. False
2. True
3. False
4. False
5. False

Communication & Mass Media

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