I have been reading articles on my so called “retirement”. I don’t know how this got somewhat distorted. The reality is that I am not retiring at all so whomever is disseminating that notion is misinformed.
The actual fact is that I am leaving dRMDDB but will continue in the industry.
The Nielsen Company will be expanding its on-going outreach to the Hispanic community in television markets throughout the United States. With new, electronic Local People Meter (LPM) Technology deployed in the top 13 media markets, Nielsen is engaging Latino communities to explain who Nielsen is, and how the TV ratings service assures the most accurate measure of TV viewing behavior so that “every view counts.”
Culture is a baggage that human groups carry with themselves over history, according to Korzenny & Korzenny, authors of Hispanic Marketing Communication; A Cultural Perspective. Culture is indeed what unites Hispanics in the United States. Family values, language and shared social issues tend to be among the most pressing concerns for Hispanics, no matter where they go. But, as the authors stated, because most people share basic needs and values, many marketers tend to minimize cultural differences. Even though Hispanics from the Caribbean, North, Central and South America share a common religion, the Spanish language, a deep passion for their individual heritage and most importantly, their family values, they do have cultural differences.
Is there a better pill?
After 10 years of direct-to-consumer (DTC) advertising and growth of the US Internet population, the question is not who is searching for health information online but rather who isn’t.
A McKinsey global survey of marketers shows that companies are using digital tools—from Web sites to wikis—most extensively for customer service, least in pricing. Two-thirds are using digital tools for product development, almost as many as are advertising online.
Have you watched the PBS program “Brown is the New Green: George Lopez and the American Dream”?
Well you better. It is an open attack on what we do … Marketing to US Hispanics.
A majority of teens learn about new television shows from TV ads and promos, according to an OTX-eCRUSH study.
Word of mouth, video sharing Web sites and blogs were far less influential, the study said.
According to Yankelovich’s 2007/2008 MONITOR Multicultural Marketing Study, African American and Hispanic customers are almost twice as likely to “enjoy looking at or listening” to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today’s marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values.
