Agency

Though it is important to note the growth of the multicultural markets in the U.S. as well as the overall marketing mix in relation to different cultures, it is the exploration of the influence cultures have on marketing and advertising that really brings to surface the urgent necessity of taking a multicultural approach to marketing in today’s world.

In the third chapter of her book “Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives”, Barbara Mueller looks at culture’s influence in marketing to the multicultural consumer. She underscored the fact that culture plays an important role in shaping the values, attitudes and characteristics of consumers, which is a key determinant of behavior.

Tecate launched a new advertising campaign that celebrates the bold character of Hispanic men through a series of humorous spots showcasing how ingenuity, valor and determination can get them out of compromising situations. Created by KBS+P’s Ramona, Tecate’s advertising AOR, “Celebration” is an integrated program that marks a turn-key moment for the brand, showing a clear evolution of Tecate’s marketing strategy in the United States.

comScore, Inc. released the latest results from a study of the growth in the Internet audience in Latin America based on data from its comScore Media Metrix service. The study found that in the past year the Internet population in Latin America has increased 15 percent to 112.7 million visitors as the region’s digital ecosystem continued to grow and develop.

Total advertising expenditures increased 6.5 percent in 2010 and finished the year at $131.1 billion, according to data released by Kantar Media, the leading provider of strategic advertising and marketing information. Ad spending during the fourth quarter of 2010 was up 7.0 percent versus last year, propelled by the long-tail of small advertisers outside the Top 1000.

Burson-Marsteller, a global public relations and communications consultancy, announced that it has appointed Ramiro Prudencio to Chief Executive Officer for Latin America and Santiago Hinojosa as Chairman for Latin America.

The last few months have produced some more cheerful economic news, with strong corporate profits, modest increases in consumer confidence and rising stock market indices. However a new Harris Poll finds no change in the steps that people are taking to save money and reduce their spending. Many people continue to economize, and there is no evidence of consumers’ spending behavior being more relaxed. The recession ended many months ago, but the psychological impact of the financial and housing crisis is still very strong.

By several measures, the state of the American news media improved in 2010. DOWNLOAD REPORT HERE.

In a new study on the growth and profitability of the media and entertainment industry released today by Ernst & Young, cable operators showed the highest profitability among all media and entertainment sectors, and interactive media was the fastest growing sector within the industry. The report also reveals that, despite current perceptions, the media and entertainment industry as a whole is yielding greater profitability and growth than many other stock market indices. All measures of profitability and growth are based on EBITDA margins and dollars respectively.

Hispanic men not only associate the use of grooming products with personal confidence and attractiveness, but also believe that looking good is a way to get ahead in life and at work, according to a new study commissioned and released by Univision.