Archive for the ‘research’ Category
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. [...]
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 [...]
Who will take the lead on Hispanic mobile, media companies or agencies?
Tuesday, March 2nd, 2010
Who will take the lead on Hispanic mobile, media companies or agencies?
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Budget Allocation Modeling for the Hispanic Market
Friday, February 5th, 2010
An academically derived approach to properly allocating marketing budgets to the U.S. Hispanic market.
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