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.
Agency
Selling TV to Teens.
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.
Ethnic Consumers more receptive than Peers to Marketing – most believe messaging lacks relevancy.
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.
