Anthropologists have been used to produce marketing campaigns for many years. This is news for some. Why is this so? The reason is that anthropologists study culture so they are valuable to helping businesses understand the culture of the consumer. Knowing the culture of the group you are selling to is key to staying in business. This is true not only for ethnic groups, but other groups like teenagers, seniors, women and college students. Many groups are often misunderstood and marketing campaigns fail because the advertiser failed to understand their culture.
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