Tracking The Market

Name: Kendra Hatcher
Occupation: Account planner (market researcher)
Job Description: Collect and analyze demographic information on consumer groups for use by advertising agencies and service and industrial organizations.
Salary Range: $35,000-$100,000.
Training: Bachelor’s degree; major in journalism, sociology, anthropology or business suggested. Master’s degree is preferred.
In high school, Hatcher became fascinated with how advertising, particularly TV commercials, manipulated people. Driven by an interest in shattering black stereotypes perpetuated by advertising, Hatcher earned a degree in advertising management from Ohio University.

In 1995, after receiving an M.S. in integrated marketing communications from Northwestern University, Hatcher joined Leo Burnett U.S.A. in Chicago. Working on an account for Reebok International, she studied the consumer practices and traits of teenagers, African Americans and urbanites. Two promotions later, the 25-year-old Hatcher is now an account planner.

Hatcher keeps on top of that market by meeting regularly with teenagers, observing them in shopping malls and sporting events and watching shows like Moesha and Living Single.

“Some would say that my fieldwork is not work at all, but keeping up with client needs is the challenge,” says Hatcher, who now works on Coca- Cola’s Fruitopia account. For her, the reward comes in the end. “One of the best parts of my job is seeing an advertisement on television and knowing that I was part of it.”

For more information, contact the American Advertising Federation, Attn: Education Services, 1101 Vermont Ave., NW, Suite 500, Washington DC 20005, or call 202-898-0089.

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