Research

The Association of Hispanic Advertising Agencies (AHAA), representing 85 member agencies and more than 90 percent of the approximately $5 billion spent on advertising to the US Hispanic market, enthusiastically endorses NTI and congratulates Nielsen and our network partners Univision, Telemundo and TV Azteca for moving in this direction; however, AHAA does not support the use of NTI in the 2006 upfront advertising buying season.

The participation of females and Hispanics in the blue collar workforce is increasing dramatically in the metropolitan markets surveyed regularly by The Media Audit.

Viewed for the first time through a behavioral lens, the study entitled “Winning the Hispanic Shopping Trip,” examined the actual Hispanic shopper’s activities, reviewing more than 3,600 diaries and store receipts. This is a radical departure from the traditional methodology of “Q&A” techniques as the diaries and receipts serve to further verify consumer responses to questionnaires. This study provides retailers with real practical in-store solutions to meet the Hispanic shopper’s needs and expectations.

Attending the National Association of Broadcasters convention in Las Vegas, Bob Jordan, President of The Media Audit, predicted that single media measurement will be a thing of the past. Jordan made the comment as two media industries, radio and outdoor, contemplate their measurement future.

While debate surrounding the recent protests by Hispanics concerning immigration policy has largely pitted pro-immigration Hispanics against anti-immigration non-Hispanics, the two groups share some common ground on the topic, according to a poll conducted by Encuesta, Inc.

A majority of U.S. Hispanics believe the country’s current leadership is not compassionate enough to build bridges with diverse cultures within the United States and abroad, according to a new survey commissioned by Spelman College Center for Leadership and Civic Engagement (LEADS).

The large majority of Latino immigrants will support the May first economic boycott. More than 70% of the respondents stated that they will support the “Great Latino Stop” by not attending work, buying anything, or sending their children to school, according to a study conducted by Garcia Research.

Geert Hofstede conducted surveys using IBM employees as the participants. The surveys were conducted between 1967 and 1973 with over 116,000 employees from 72 countries. This study focuses on work related values and has four dimensions, but this paper will only consider one of the four dimensions which is individualism/collectivism.

The theory of Monomorphic and Polymorphic leadership is of an interesting value to marketers. I feel as it is step in the right direction for gaining valuable information on your target market. Similarly, through sociometric research, it is of importance to recognize how social networks and classes interact and influence each other.

Dora la Exploradora, or Dora the Explorer is an animated television series for preschool-age children that is broadcasted on Nickelodeon in the United States. It is based on a 7-year old Hispanic or Latina character and her friends. A pilot episode for this series first aired in 1999, and Dora the Explorer became a regular series in 2000.

The Sapir- Whorf hypothesis deals with language and what if any impact it has with the user’s behavior. It is said that the way we speak and convey our ideas have an affect on ones thinking and behavior. Language is not separate from culture, but instead a major part of it. In reading about this hypothesis, I have come to realize the language that we speak plays a significant role in how we think and behave.

“Archetypes are visual symbols or energetic imprints that exist in our psyches” as stated by Crystal Links. Carl Jung, who was credited with the Archetype discovery said, “‘Archetype’ is defined as the first original model of which all other similar persons, objects, or concepts are merely derivative, copied, patterned, or emulated”. Family, friends, and culture can all be seen as an Archetype.

The Council for Research Excellence will soon begin its first detailed study into one of the fundamentals of television audience measurement – the quality of the research samples from which the ratings are drawn.

This report describes recent patterns of population redistribution within the country. Analysis focuses on net migration for different geographic areas, including regions, divisions, states, metropolitan and micropolitan statistical areas and counties. The report focuses on the post-Census 2000 period but also includes data from 1990 to 1999.

In a continued step towards enhancing its diversity sales and marketing efforts, the Cabletelevision Advertising Bureau (CAB) announced the release of the first Hispanic Cable Facts guide. Hispanic Cable Facts is a research tool designed to provide advertisers and their agencies intelligence that guides them in targeting the Hispanic consumer and the Latino television market viewer in particular.