Interesting post on LGBT market

March 8th, 2010

Posted by Jose Villa

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I just finished reading an excellent post on the LGBT market over at the “BrandFabulousness” blog.

If you’re looking for a nice overview and intro to the LGBT market, please check out their “Pink is the New Green” post.

As advertising continues to shift away from mass marketing focused on reach and frequency on broad reach platforms like TV that no longer reach everyone, to targeted, niche-driven marketing focused on engagement, it stands to reason that appeal of niches like the LGBT market will increase.

The “Pink is the New Green” piece also addresses how LGBT marketing is evolving from the old days of focusing primarily on events and local print to a more integrated approached leveraging increasingly sophisticated media vehicles like digital media.

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The Changing World Of Hispanic Direct Response

March 5th, 2010

Posted by Jose Villa

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(this blog post originally ran on MediaPost’s EngageHispanic on 3/4/10)
For those who work in the trenches of Hispanic advertising, you know most Hispanic communications programs are direct response in nature. The biggest ad spenders in the U.S. Hispanic market (auto, retail, telecom and food / beverage) confirm this, as I discussed in greater detail earlier. [...]

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Bicultural Identity and Multicultural Marketing

March 4th, 2010

Posted by Danny Allen

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Knowledge@Wharton posted an article on March 3 about multicultural marketing and bicultural identity. In it they examine how “ethnic-oriented marketing can backfire and even turn multicultural consumers against a product or service.”
The findings from the study reinforce what those of us who work in multicultural marketing have known for some time – if you [...]

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Who will take the lead on Hispanic mobile, media companies or agencies?

March 2nd, 2010

Posted by Jose Villa

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Who will take the lead on Hispanic mobile, media companies or agencies?

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The 2010 Census Spanish Web site

February 25th, 2010

Posted by Jose Villa

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How the 2010 Census missed the mark with their Hispanic Web site.

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