An annotated bibliography with insights from over 50 articles related to Hispanic Marketing has been released by the Center for Hispanic Marketing Communication at Florida State University. The bibliography provides a synopsis of the objectives, methods, findings, and implications of each article.
Education
Tweens doing Homework online… honest!
Your kids may have fewer schoolbooks to carry than you did.
It may not be their online activity of first choice, but preteens really are going online to do homework.
According to new data from Experian Simmons, 48% of children ages 6-11 had played online games at least once in the preceding month. Nothing shocking there. The second most common online activity for this age group was visiting favorite Web sites, with 25% of the respondents doing so in the preceding month.
RAB & BMI Minority Scholarship Program.
The Radio Advertising Bureau (RAB) and U.S. performing right organization BMI are continuing their program this year to provide scholarships to minorities in radio advertising sales.
Mami Knows Best.
When dealing with marketing, especially Hispanic marketing, it is imperative for advertisers to consider who affects the purchasing behavior of people and how to use that to their advantage. Hispanics have a distinct feelings towards the recommendations and references of family and friends, often times, one that exceeds the advertising and information presented in other media.
‘A Day Without A Mexican’ fails to entertain, inspire or inform.
Sergio Arau’s “A Day Without A Mexican,” does a poor job of illustrating the impact of Hispanics on the US economy and way of life. It instead trivializes their influence and minimizes their role in America by focusing in on all of their negative stereotypes and limiting their “reach” to the state of California.
Hispanics are very different and very similar.
US Hispanics are a very diverse population, not only different from all other cultures but also within themselves. Even with that diversity, there are some cultural aspects that are shared amongst US Hispanics, which can be used to characterize the population as a whole more or less accurately.
The Difference of Being Hispanic.
Culture generally refers to patterns of human activity and the symbolic structures that give such activity significance. In more basic terms, culture is a concept, belief or experience that people pass to one another from generation to generation. Understanding culture has become pivotal in marketing to the US population, especially the Hispanic segment. US Hispanics are the largest growing minority in the United States. Because of their significant buying power, they have caught the eye of many marketers. However, marketers will not succeed in reaching this group without a thorough understanding of the US Hispanic culture. A comprehension of the values, attitudes, perceptions, beliefs, habits and behaviors that incorporate the US Hispanic culture is critical in order to efficiently and effectively reach this market.
Selling it to me will not work: Marketing findings of a 1st year graduate student.
I am a U.S. Hispanic consumer. However, while talking to other U.S. Hispanics I realized that as a group we are not predictable and cannot be targeted the same way. Considering myself as point of reference, I can say that I am Venezuelan, a bicultural kid, a student, a woman, smart, and short. I can say that I value loyalty and believe that family and friends are my best asset. I believe in being part of a community that needs me as much as I need it. If I were given the task to market a product or service to the U.S. Hispanic population, as a Hispanic, I would not know where to start.
Majority of undergrads and grad students are women.
Women made up 56 percent (about 8 million) of the undergraduate student population and 59 percent (about 2 million) of the graduate students in 2005, according to the latest data released today by the U.S. Census Bureau on school enrollment in the United States.
TRPI – Excelencia in Education report.
A new report by Excelencia in Education, in association with TRPI and the California Policy Research Center, proposes strategies for boosting Latino college enrollment.
E-Expectations survey examines Hispanic Students’ communications preferences.
While Hispanic students generally look on college and university Web sites to gather the same information as non-Hispanic students, there are some differences in their expectations regarding electronic communication, according to “Hispanic Students and the Web,” the second in a series of studies on E-Expectations.
