GMAC Mortgage, LLC and the Tomás Rivera Policy Institute (TRPI) at the School of Policy, Planning, and Development at the University of Southern California, have announced the results of a comprehensive survey conducted by GMAC Mortgage on home ownership among 4,000 Latinos in the United States. The survey revealed that Latinos hold substantial power when
it comes to the United States housing market.
Agency
Latino Home Buying Survey.
Selling more for less.
Although the vast majority of North American consumer goods makers have restructured their sales forces since 2002, few raised their market share and cut their costs. Yet a handful of winners did. A McKinsey survey found that they focus more resources on fewer key customers and populate their key-account teams not only with salespeople but also with experts in category management, marketing, finance, and supply chains.
Growing share of Immigrants choosing Naturalization.
The proportion of all legal foreign-born residents who have become naturalized U.S. citizens rose to 52% in 2005, the highest level in a quarter of a century and a 14 percentage point increase since 1990, according to an analysis by the Pew Hispanic Center.
Why Hispanic Immigration is Not a Threat to American Identity.
New research by political scientists concludes that available data does not appear to support the claim that Hispanic immigration poses a threat to American identity. Among the key findings of this study are that Hispanics acquire English and lose Spanish rapidly beginning in the 2nd generation; appear to be as religious and at least as committed to the work ethic as native-born whites; and largely reject a purely ethnic identification and exhibit levels of patriotism equal to native-born whites by the 3rd generation.
Food is the Top Product seen advertised by Children.
As the fight against childhood obesity escalates, the issue of food advertising to children has come under increasing scrutiny. Policymakers in Congress, the Federal Trade Commission (FTC), and agencies such as the Institute of Medicine (IOM) have called for changes in the advertising landscape, and U.S. food and media industries are developing their own voluntary initiatives related to advertising food to children.
Hispanic Teen Trends.
Most major mass retailers “Back to School” media plans include an investment in local Spanish TV, Radio & Newspapers. These media buys only serve to primarily reach Hispanic parents and are not effectively reaching Hispanic youth themselves. Traditional Spanish Media, particularly in-language TV, most Spanish Radio formats & ethnic newspapers are lightly & selectively used by Hispanic Youth for news and entertainment or not at all.
Es chicha y es limoná or Brand building through Hispanic Customer Base Management.
These unsettling times of profound social and technological changes have turned upside down traditional marketing models, calling for fresh, new approaches to reaching and retaining the US Hispanic consumer.
The dangers of ignoring this reality –read doing “Business as Usual”– can lead to major mistakes and missed opportunities, not to mention a fruitless and frustrating experience in what’s arguably the most dynamic market place in today’s economy.
Integrated Marketing Communications joins Accountability as top senior marketer concerns.
A survey conducted by the Association of National Advertisers (ANA) finds the top concerns on the minds of senior marketing executives are “integrated marketing communications” and “marketing accountability”. The ANA asked over 100 senior marketers to select from a comprehensive list of subjects to rank their top three issues that directly impact their marketing decisions and plans.
