Agency

Valerie Romley, Chief Research Officer of Moving Target Research Group, is set to launch her new book, Beyond Translation, The Marketer’s Field Guide to Understanding Today’s Transcultural Consumer, October 29th.

“The key to social influence is identification.” (Korzenny, 63) This holds even truer when considering how to more effectively advertise to certain cultural and ethnic groups, more specifically, Hispanics. As a result, Hispanic Marketing Managers must identify which reference groups are most useful with which specific product types in order to create successful advertising campaigns.

Who one believes himself or herself to be and what reference group the individual feels comfortable using are important factors when making purchasing decisions. As with any group, this concept is important when marketing to U.S. Hispanics.

As we reach adulthood and enjoy the ‘real world’ we sometimes forget the simple lessons in life that were so important in our childhood. One such lesson is along the lines of; before you judge another, put yourself in their shoes. This simple life lesson is often forgotten in the hustle and stress of everyday life. However for a marketer, especially a marketer trying to understand and communicate with the diverse U.S. Hispanic consumer market this lesson can make their work much more successful. By understanding the thinking process behind the consumer’s buying actions, marketers can pinpoint exactly how/when/where to communicate with the consumer.

While many Hispanics share similar customs, values, and attitudes, it is difficult to place all Hispanics into one category. Hispanics in the U.S. come from various backgrounds, thus allowing them to relate to Hispanics as well as non-Hispanics.

Thank you for allowing me the opportunity to share my thoughts and concerns about the negative feedback you have received in response to “Brown is the New Green,” and Phillip Rodriguez’s vision.

The White House Office of National Drug Control Policy (ONDCP) and local urban youth experts announced new report regarding drug use among Hispanic youth. According to a special report issued today by the ONDCP, Hispanic teen use of marijuana, cocaine, heroin, and methamphetamine currently outpaces White and African-American teen use.

The Nielsen Company began the public beta testing of Hey! Nielsen, an online social network site for a diverse range of pop culture enthusiasts who are eager to make their voices heard to Nielsen clients and other decision-makers in the entertainment
industry.

Conill announced that it has been awarded U.S. Hispanic marketing duties for Continental Airlines. Additionally, Saatchi & Saatchi’s Mexico City office was awarded marketing responsibilities for the carrier in Mexico. The assignments were the result of a competitive agency review.