Research

A majority of marketers believe that television advertising has become less effective in the past two years, but marketers are interested in exploring new ad formats and new forms of video commercials, according to the fourth biennial TV & Technology survey conducted by the ANA (Association of National Advertisers) and Forrester Research, Inc.

The Association of Hispanic Advertising Agencies (AHAA) signed a deal with Simmons Research to conduct the first major primary research study of Latino Cultural Identity. Drawing on Simmons’ expertise in the Hispanic market, the study aims to build on AHAA’s original initiative to explore the complexities of Hispanic consumers and put forth a new model that enriches Hispanic research beyond current acculturation and language segmentation metrics.

For marketers, the acknowledgment of these beliefs is crucial; the difference inside the Hispanic community particularly in the Mexican Diaspora poses a challenge for marketers.

If current trends continue, the population of the United States will rise to 438 million in 2050, from 296 million in 2005, and 82% of the increase will be due to immigrants arriving from 2005 to 2050 and their U.S.-born descendants, according to new projections developed by the Pew Research Center.

Of the 117 million people added to the population during this period due to the effect of new immigration, 67 million will be the immigrants themselves and 50 million will be their U.S.-born children or grandchildren.

Ethnicity as “a sense of common descent extending beyond kinship, political solidarity vis-à-vis other groups, common customs, language, religion, values, morality, and etiquette.

Politicians should think twice before sinking a lot of campaign dollars into their TV ads, according to the latest American Pulse Survey of 4,098 respondents, as 87% of Americans say TV commercials don’t affect their vote. Constituents also say they are looking for balance in a candidate with 51.6% more likely to vote for someone with both Washington experience and new ideas. Additionally, almost half (49.3%) of Americans prefer politicians to communicate their positions through TV debates (vs. 4.1% who say TV commercials).

Education is the No. 1 issue of importance for Hispanics across the nation, regardless of acculturation, according to a study released by FH Hispania, the U.S. network of Hispanic practitioners within Fleishman-Hillard. The study, “Confianza: Hispanic Trust Pulse,” also found that teachers and schools are the leading source of information (trusted by 54 percent) followed by different sources of media (trusted by a combined
39 percent).

Everywhere I go I hear that marketers need to sell. Not only that. They need to sell a lot. It does not matter anymore what is to be sold and it does not matter to whom. It matters how much. I think that people who make statements like this are wrong at least at some level. To me it matters to whom I will be selling the products. By Anna Rynarzewska / Florida State University.

Moises is only seventeen years old and lives in Quincy, Florida. He has not been a Florida resident for a long time. He comes from a broken home in Texas. His mother decided to leave Moises’ father and move to Florida where her sister was living. Moises has adapted very well to his new environment, however, his previous experience in Texas has led him to look for his Tex-Mex roots. He has recently started to play the accordion and pay more attention to programs that feature banda music or pasito duranguense music. In this music, Moises finds a way of still being connected to his father, who also plays the accordion. By León García / Florida State University

Vertis Communications announced the 10th anniversary of its proprietary Vertis Customer Focus study, which has been analyzing the key trends behind consumer purchasing behaviors, entertainment preferences and media usage patterns since 1998.

Saturdays are usually a good day to have huevos con chorizo and beans. Unfortunately, that Saturday I ran out of chorizo, which is a kind of Mexican sausage, so I decide to get on my green and black motorcycle and go in search of chorizo in this “all American city.” Not long after rambling around for a while in the streets of Tallahassee, the sign of a store, “La Moreliana,” appeared next to the CompUSA sign. I promptly parked my two-wheeled vehicle and went into the store.

On average, kids between the ages of 2 and 14 are consuming various types of digital content between three and seven times a month (on a single device), according to The NPD Group’s recently released report, Kids and Digital Content. The report provides an understanding of kids’ use of entertainment content on consumer electronic devices among kids age 2 to 14, as it relates to physical and digital content.

Often people may think that conducting marketing research in Latin America is the same as doing research with Hispanics in the U.S., but after experiencing both, I can say that the greatest similarity is the Spanish language that I use to moderate the groups. However, even this is not always true because with English Dominant Hispanics in the U.S. I have to moderate in English, or with Bicultural Hispanics I often have to switch from Spanish to English during the focus group or interview. Nevertheless, it has been interesting to have both experiences and for that reason I decided to share my thoughts, as there is much that can be learned by comparing and contrasting both experiences.