National network, local stations- who better serves the listeners Essay

National network, local stations- who better serves the listeners - Essay Example This paper analysis this article highlighting the main points by the author, why the topic is significant and raises several discussion questions for further analysis of this article. The issues raised in article is the failure of advertisements to take into account of the black market segment which as the research has shown have serious implications on success of an organization. There has also been raised the issue of the nature of advertisement. Originally, advertisements were racist as they mainly focused on the white market segment. By doing this, the advertisers locked away a potential market. Considering that the black community is the second largest race in America, failing to incorporate them in a company’s marketing strategy makes the company lose a considerable potential market. The African American would definitely be repulsed by racist advertisement and look for products that are free of this segregation or those which that they can identify with. This topic is significant because today we are living in a highly competitive business climate. Company is looking for areas where they can get a competitive advantage over their rivals. One way of d oing this is increasing their market scope. The black market provides a potential untapped market which when tapped can help a company have considerable growth. The article shows how the local radios had been used by company focusing their products on the black community and they have been successful. The success of a company depended on its ability to expand into new markets and maintaining the existing ones. Getting insight into how other companies has successfully penetrated the ignored black market can help a company expand and grow. Is there a need to adopt the products for this market in terms of differentiation and prices? This is considering the fact that in the contemporary world, people of the black race are not only found in the lower end of earning but they cut across all levels of