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Big Box Stores experienced a Public Relations crisis surrounding the George Floyd homicide.

• Management realized the need to repair and grow the corporation’s relationship with the African American community.

• Big Box Stores’ strategy was also to increase its sales and market share among African Americans

• The Marketing & Research Team is interested in understanding how marketing and advertising measurement can be leveraged to attain this critical company objective.

Market Mix Model - African American Advertising - Short- and Long-Term Impact