Percentage 



of those 



interviewed 



80_ 



70 _ 

 SO- 

 l40_ 



30- 



20- 

 10- 

 0_ 



Boston 



Detroit 



Birmingham 



FIGURE VII.— "SOURCES OF CANNED TUNA ADVERTISING 

 AS REP0RT3D BY CONSUMERS 



Tuna users most exposed to advertising 

 Fientioned magazines and nev;spapers as the 

 medium for the ads they had seen. The non- 

 user group mentioned television more fre- 

 ouently as the source for the ads they had 

 seen. This relationship of ad source vTith 

 frequency of use was smilsr in all three 

 cities. 



Personal Charecteristics 



The socio-economic characteristics of 

 the househol'ls and homemakers in all three 

 cities differed considerably with rcr. TGct 

 to race, relii-'ion, income, nativity of 

 parents, emplojTnent status, and education. 

 In Binr.ingharr,, 36 percent of the hoiuse- 

 holds were Negro compared to 19 per- 

 cent in Jetroit and only 2 percent in 

 Boston. 



In Birmingham 6 percent were Catholic 

 as compared with 3h percent in Jetroit and 

 58 percent in Boston. The remainder com- 

 prised families of the Protestant religion, 

 for the most part. ;. significantly higher 

 proportion of the Birmingham families have 

 a lower incomie than is the case for Boston 

 and Detroit, Only 3 percent of the Bir- 

 mingham, respondents had one or both of 

 their parents born outside of the United 

 States com.pared v/ith it2 percent in Boston 

 and 28 percent in Detroit. A slij^htly 

 higher proportion of the Birmingham re- 

 spondents were emploj-ed as compared with 

 the other two cities. Finally, a higher 

 proportion of the Boston respondents 

 received an education beyond the eighth 

 grade than was the case in Birmingham and 

 Detroit. 



