Agency

Imagine walking into a huge department store. Where do you start? There are items everywhere and the experience can be overwhelming. Now imagine you are in a brand new country, walking into another huge department. This experience can be even more overwhelming. These are things marketers need to take into account when trying to reach out to the Hispanic market. Quinten Ershock – Student – Center for Hispanic Marketing Communication / Florida State University

As an emerging market in the United States, Hispanic consumers are an important segment for companies to account for to remain competitive in today’s economy. To best target this segment marketers must understand how Hispanics reach purchasing decisions. Examining cultural trends will reveal that Hispanics are a highly collectivist demographic with a strong sense of community among family and friends. By Juan Gonzalez – Student – Center for Hispanic Marketing Communication / Florida State University

The relationship between Hispanic identity and consumer behavior is very interesting. Because of the diversity within the Hispanic market, there is not one cookie-cutter approach that the marketer can always refer to when planning a marketing campaign. Instead, the marketer must do his or her due diligence in researching cultural preference, including appropriate reference or belongingness groups, for a particular brand or product (Korzenny and Korzenny, 2005.) By Deborah Roberts – Student – Center for Hispanic Marketing Communication / Florida State University.

“Me, a name, I call myself,” is a lyric from The Sound of Music’s “Do, Re, Mi”-but it is also a concept and a construct that individuals regularly deal with, both consciously and subconsciously. How does one describe themselves? By Nicolette Alex-Sands – Student – Center for Hispanic Marketing Communication /Florida State University.

Cultural identity plays a major role in marketing specifically to the Hispanic population within the United States. It is important for marketers to understand the unique aspects of the Hispanic culture and how it is displayed in the everyday life of a Hispanic-American individual. What does the term “Hispanic” imply about this rising demographic and how can a deeper understanding of the term improve the bottom line of business? These are questions that can be answered by reaching out to the Hispanic community.By Courtney Guler – Student – Center for Hispanic Marketing Communication /Florida State University

“Maybe we’re coming at it from all the wrong ways.”

Have you ever uttered that sentence, or one like it? Have you ever had the nerve to completely deconstruct what you’re doing — and admit that you might be doing it wrong? It takes nerve and courage. It’s hard for someone to debunk their own internal mythology, the set of “tried and true” guidelines that have driven lives and careers to date, in order to start over — but that scenario is on the agenda for many right now.

A packed house confirmed one more time that Colombian pop-star Shakira has transcended to a new level of relevancy, influence and global appeal! So much that even Colombian President Juan Manuel Santos, along with the former president of Chile, Michelle Bachele and Queen Rania of Jordan took time from the UN General Assembly meetings to support this Latina sensation… we even spotted actor Jim Carrey as one more fan in the audience chanting for “Shakira, Shakira!” By Liliana Gil, Managing Partner & Chief Cultural Offices, AG-XL Alliance.

Available at HispanicCMO.com

Local advertising spending is holding up better in 2010 than previously expected, according to estimates from BIA/Kelsey. The firm, which initially predicted a nearly 1% drop in overall local ad spending this year, forecast growth of 2.1% to $133.3 billion by year-end.

Next week is Advertising Week in New York, a week-long extravaganza that covers every aspect of the media, marketing and advertising worlds. In its program guide, the organizers say they put together a program to help us all “stay a step ahead of shifts and evolutions – before they become revolutions.” And yet this year, when the Census is expected to reveal a huge demographic shift from the graying and the browning of America, the Advertising community continues to just give lip service to what is no doubt a multicultural revolution upon us. By Chiqui Cartagena is the SVP of Multicultural Marketing at Story Worldwide.

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This month, bicultural Hispanics in Los Angeles and Miami will see bilingual Chase advertising directed to them within their favorite English language programs. The 30-second “Traductor” (“Translator”) TV spot announces Chase’s new effort to provide bank statements in Spanish for their U.S. Hispanic clientele.

Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.

Available at HispanicCMO.com

Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.

ANA (Association of National Advertisers), joined by the American Association of Advertising Agencies (4A’s) and the American Advertising Federation (AAF), has filed a brief calling on the U.S. Supreme Court to review a case involving restrictions on alcohol beverage advertising in university publications. These sweeping restrictions are almost certain to violate the First Amendment.

On September 18, hundreds of excited fans lined up in the middle of Times Square to get into a private concert with the Big Boss, Daddy Yankee thanks to BudLight. After months of cross-promotional efforts that integrated radio, retail promotions and an aggressive digital and viral campaign, BudLight’s “Nueva York en Privado con Daddy Yankee” turned into a BIG hit for fans… but most important the brand made a BIG impression with the Latinos in Nueva York.