No Marketing to Blacks?
Greetings Sorors and friends!
I just received a shocking e-mail and thought I'd share it with you for feedback. I think this would make for an interesting forum topic. Tell me what you think and what you've heard about this. Also, please pass it along to other Black consumers.
the411
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You have probably never heard of "N. U. D." With good reason. It is the acronym for a very subtle and little known marketing term specifically directed toward people of color.
NUD stands for Non Urban Dictate--three words that essentially mean a company is not interested in the Black Consumer. (An NUD label means that a company does not want their Marketing and Advertising materials placed in media that claim an urban audience as their main target.) There are legitimate reasons for companies not using urban radio. It may be that Blacks don't index high in certain categories or that a company's strategy is to market to the Black consumer down the road after they have established
a strong position in their primary target. But an NUD usually means that a company is not interested in the Black consmer. Companies evade discrimination liability by embracing it as theory rather than policy.
As a service to Black consumers, the Urban Institute will list all Companies that have an NUD policy. Armed with this information, we feel that Black consumers will be able to make informed buying decisions.
Companies with NUD:
America West Airlines
Aruba Tourism
Builders Square
Busy Body Fitness
Calico Corners
Ciba Vision
Comp USA
Continental Airlines
Don Pablo
Eddie Bauer
Ethan Allen
Grady Restaurant
HBO - Apollo Series
Jos. A. Bank
Keebler
Kindercare
Lexus
Life Savers
Mondavi Wines
Northwest Airlines
OM Scott
Paternal Importers
Pepperidge Farms
Starbucks
Weight Watchers
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Delta Sigma Theta Sorority, Inc.
Pi Kappa, SP97
#3 of QUINTESSENCE
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