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With African American Millennials being the most intense users of the internet in the USA, based on length of time and frequency, this is a group that should be of particular interest to advertisers investing in online campaigns. The current marketing literature states that minorities respond more favorably to media and imagery that is targeted to them. However, this generalization has not been extended to make sure that this new generation and new medium follow the previous findings. The purpose of this paper is to examine how advertising performance is affected by the use of targeted marketing to African American Millennial consumers online.

Using the McGuire's Distinctiveness Theory as a framework, this study investigates the role of race in online advertising to determine if having a targeted vehicle (a race‐specific website) and or targeted imagery (featuring a race‐specific model) has an influence on an individuals' perception of a product, perception of an advertisement, and intent to purchase a product.

The findings provide interesting insight into the differences present between previously accepted generalizations and what is found when using a new medium with a new generation. Having a racially targeted media vehicle (website) did not have a significant effect on the resulting marketing outcomes (attitude towards the ad, attitude towards the product and purchase intent) but having targeted imagery (ethnic models) did. This shows that extending the current literature regarding targeted marketing to include the medium of internet and include this new consumer group of Millennials may not be a sound strategy.

The accepted practice of using Black models to target African American consumers is still valid in the online environment, even when the audience is a member of the newer generation. However, according to the findings of this study, media buying practices should be examined in order to identify where targets can be reached beyond racially targeted websites. As this study suggests, the location being racially targeted is not as significant a predictor of success as having advertising images that mirror the self‐identification of the audience.

The consumer culture for expectant parents has changed considerably over the past few decades. Culturally, society places a great deal of emphasis and attention on traditional families and often neglects to recognize non‐traditional families. Although previous consumer literature examines purchase intentions in preparation for parenthood through the traditional biological lens, there have yet to be studies that observe this phenomenon in the context of adoption. This study aims to provide an understanding of the consumer uncertainty and risk that affect purchase intention in this family dynamic.

This study focuses on the psychological dimensions of risk to examine consumer uncertainty as it relates to purchase decisions during the expectant stage of adoption. A literature review was conducted in order to provide a foundation for the study. After finding gaps in the current literature, a mixed approach qualitative study was conducted. Through extensive interviews and focus groups, data were gathered directly from families that meet the scenario requirement and then the findings were analyzed in the phenomenological custom of theme clustering.

The research showed that adoptive parents as consumers largely associate the uncertainty and risk involved with making purchases for a new child with their lack of reference groups. There is a clear pattern of discontent, on the part of adoptive parents, with the lack of interest in their life changing situation (adoption) paid by family, friends, and marketers. Themes that emerged through the research showed that adoptive families desire to be reflected more in the media and further, to be acknowledged as expectant parents in order to bolster confidence in their purchase decisions.

This research provides marketers with a unique perspective as it relates to adoptive parents as consumers. Through the findings of this study, companies can learn some of the key themes to address if they would like to target this segment of affluent parents. By understanding the uncertainty and risk these consumers feel regarding purchase intentions, these fears can be alleviated by companies hoping to engage this audience.

This paper seeks to explore the successful entrepreneurial marketing communications done by a small, residential real estate firm, Best Address^® LLC, in Washington, DC (USA). The goal of the study is to develop an understanding of best practices used by this firm that can translate into marketing tactics used by other small businesses.

Qualitative research was conducted to investigate the tactics used by Best Address^® LLC along with an extensive academic literature search to provide support for the study's findings.

The service quality portrayed by the firm's marketing communication efforts were examined and the key tactics used by this firm were categorized into three areas that fall in line with previous research on successful entrepreneurial marketing strategy. This paper concludes by presenting a theoretical model that conceptualizes service quality as a function of the marketing communications efforts executed by a firm in hopes of guiding entrepreneurs' activities towards positive consumer affect.

This study highlights how Best Address^® LLC differentiates itself from its much larger competitors and provides key insights for successful entrepreneurial marketing strategy in the residential real estate business.

Although there is a stream of academic literature regarding entrepreneurial marketing, there are few cases such as this one that present the marketing communications tactics successfully used by a small firm. Entrepreneurs hoping to venture into the real estate industry would benefit from the findings of this study.