research « Think Multicultural

Another take on diminishing Hispanic TV viewership

Saturday, May 22nd, 2010

My friend and colleague Ken Muench posted a great analysis last month on the dismal (and disturbing) Hispanic TV viewership numbers…
Everything he says is right on, but I have a different perspective on this.
Maybe the problem isn’t (just) diminishing Spanish TV viewership, but diminishing TV viewership overall resulting from the collosal shift in media consumption. [...]

Posted in TV, blogs, hispanic, marketing, multicultural, research | 2 Comments »

As Agencies Evolve, Where Do Hispanic Shops Fit?

Thursday, May 6th, 2010

(an edited version of this blog post originally ran on MediaPost’s EngageHispanic on 5/6/10)
Two weeks ago I had the opportunity to attend the Forrester Marketing Forum. There was one particular discussion, run by Forrester Analyst Sean Corcoran, that got me thinking a lot about the future of Hispanic marketing.
Corcoran’s session, entitled “The Role of Agencies [...]

Posted in Multicultural Advertising, PR, advertising, conferences, events, hispanic, interactive, marketing, media, multicultural, research, social media | 1 Comment »

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 advertising, marketing, multicultural, research | 1 Comment »