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Non Urban Dictate
A company is not interested in the Black consumer
Tom Joyner wants
this information to reach his listeners.. You have probably
heard of 'NUD' as a result of the Tom Joyner morning show
related to Comp USA. NUD (Non Urban Dictate) is the acronym for
a very subtle and little-known marketing term specifically
directed toward people of color.
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'Non Urban
Dictate' these three words essentially mean that a
company is not interested in the Black consumer. A NUD
label means that a company does not want their marketing
and advertising materials placed in media that claim an
urban audience (black folks) 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, NUD usually means that a company is not interested
in the Black consumer. 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 a NUD policy. Armed
with this information, we feel that Black consumers will
be able to make informed buying decisions. |
Here's a
list of Companies with NUD policies:
1. Starbucks 2. Jos. A Bank 3. Comp USA 4.
Weight Watchers 5. Keebler 6. Life Savers
7. Continental Airlines 8. Northwest Airlines
9. America West Airlines
10. HBO - Apollo Series 11. Paternal Importers
12 Calico Corners 13. OMScot 14. Pepperidge
Farms 15. Ethan Allen 16. Busy Body Fitness
17. Mondavi Wines
18. Builders Square 19. Pottery Barn 20.
Lexus 21. Aruba Tourism 22. Ciba Vision
23. KinderCare 24. Grady Restaurant
25. Eddie Bauer 26. Don Pablo
Please spread this information on to any other consumer
that you consider a friend and advise them to do
likewise.
Remember, you CANNOT act wisely unless you are informed
wisely.
[Center
Stage Magazine
] |