March « 2010 « Think Multicultural

A lack of innovation in Hispanic digital media

Wednesday, March 31st, 2010

The last 2 years have been uninspiring in the Hispanic digital media industry. This worries me…

Interesting post on LGBT market

Monday, March 8th, 2010

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 buy viagra no prescription check out their “Pink is the New Green” post. As advertising continues to shift away from mass marketing focused on reach [...]

Posted in print | No Comments »

The Changing World Of Hispanic Direct Response

Friday, March 5th, 2010

(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 [...]

Posted in TV | No Comments »

Bicultural Identity and Multicultural Marketing

Thursday, March 4th, 2010

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 [...]

Posted in research | 1 Comment »