February 26, 2013
By Nancy Morkovsky – Brand Planning Director, Richards/Lerma
Arguably, the most critical conclusion a brand or agency can make is an accurate definition of its prospective target audience. Defining the right target leads to clarity and focus, which leads to insightful and relevant creative, which in turn positively affects your client’s business. It sounds so simple, but with so many consumer segmentation models, new cultural buzzwords and the lingering ghosts of archaic language-based models, it can be challenging to pinpoint the “right” Hispanic consumer. Read the rest of this entry »
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Posted by HispanicPro
February 24, 2013
By Carlos E. Cortés / Univision Insights
In my last blog, I discussed the distinctions between ethnic — particularly Hispanic — heritage, identity, and culture. I ended by posing this question: beyond the sharing of a pan-Latino identity, does a U.S. Hispanic culture really exist? Or are Hispanic and Latino merely convenient umbrella terms for embracing the various U.S. ethnic cultures rooted in Spain and the different Spanish-American nations? Read the rest of this entry »
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Posted by HispanicPro
January 9, 2013
It’s been said that the average American is exposed to 3,000 advertising messages a day, ranging from emails to billboards. With that kind of ad overload, it’s not too surprising that 76% of consumers think ads are very or somewhat exaggerated, according to a new study by Lab42. (Some 3% think ads are “very accurate.”) This week’s infographic is full of insights from the study, including ways that marketers can make ads more convincing and palatable to consumers. Read the rest of this entry »
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Posted by HispanicPro
December 6, 2012
by Carlos E. Cortés – Professor Emeritus of History at the University of California, Riverside.
In my last blog I discussed the words, Hispanic and Latino. As I explained, while technically these terms can be construed as covering slightly different cohorts, in current practice they are generally used interchangeably. But those labels raise another issue. Read the rest of this entry »
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Posted by HispanicPro
November 29, 2012
By Felipe Korzenny, Ph.D.
It has been of interest to me to explore how socioeconomic level relates to different consumer and media behaviors of Latinos in the United States. As media outlets become more abundant and as Latino growth shifts to births as opposed to sheer immigration, it is relevant to learn more about how to target Hispanics of different socioeconomic levels. In this particular instance, I am exploring the television watching behavior of Latinos according to their language of preference depending on their socioeconomic level. Read the rest of this entry »
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Posted by HispanicPro
November 20, 2012
by Zaida Granados / Guest Blogger at Zubination
I don’t need to tell you that Thanksgiving Day is around the corner. You must be receiving the daily email holiday coupons, constantly being TV-fed the holiday shopping sales…and let’s not forget receiving in the mailbox shoppers filled with pictures of plump turkeys and canned pumpkin. This is the one other holiday – aside from Christmas Day – that touches on all the consumer senses – and it’s those marked senses that drive sales for brands. What I find interesting about Thanksgiving Day, from an advertising perspective, is that Hispanic marketers have not fully tapped into the cultural differences of this American tradition. Read the rest of this entry »
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Posted by HispanicPro
November 16, 2012
During the XIII Annual Latin GRAMMY Awards, Univision Communications Inc. unveiled Generación América, a new empowerment platform dedicated to preserving and sharing the stories of Hispanics in America. This platform is part of Univision’s larger corporate strategy and celebrates the contributions Latinos have made to the United States as told through the stories of first, second, third generation Hispanics.
Developed in partnership with the Immigrant Archive Project, Generación América is a multifaceted initiative that includes video vignettes and events to highlight stories of individual achievement. From athletes to entertainers to everyday heroes, Latinos from all walks of life will share their journeys. Univision’s portfolio of television networks, local television and radio affiliates, as well its digital platforms, including UVideos, will feature Generación América vignettes. Univision will also leverage local stations to connect with the community and capture additional stories of Hispanics with the goal of creating an archive with stories from around the country. Read the rest of this entry »
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Posted by HispanicPro
October 30, 2012
Hispanic consumers in the U.S. spent more than five hours a month per person watching video on a mobile phone during the first quarter of 2012, a 22 percent increase in usage over a year ago, according to Nielsen’s Cross-Platform Report. With video now available across a variety of devices, it’s to be expected that Hispanic consumers want more content options, a topic explored in a recent Nielsen consumer study commissioned by Univision. Read the rest of this entry »
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Posted by HispanicPro
October 27, 2012
By Felipe Korzenny, Ph.D.
When talking about US Hispanics marketers seldom explore socioeconomic level as it relates to their attitudes and behaviors. For me this is a most interesting relationship because if, for example, Latinos hold cultural attitudes in the same esteem regardless of their social standing, then one may conclude that one marketing approach may reach diverse types of Hispanics. Read the rest of this entry »
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Posted by HispanicPro
October 17, 2012
Univision Communications Inc. unveiled a new brand identity, symbolized by the introduction of a new logo that signifies its growth and transformation, and celebrates the culture of innovation built over the company’s 50-year history. Read the rest of this entry »
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Posted by HispanicPro
October 17, 2012
By Insight Tr3s
As Halloween draws near, we recognize the holiday’s sister, El Día De Los Muertos (Day of the Dead), which is quickly becoming a celebrated cultural draw among both Hispanic Millennials and non-Hispanic Millennials. In recent years, this cheerful Mexican holiday has formed part of school roster events providing American teens and twenty-somethings a window into our Hispanic culture. Read the rest of this entry »
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Posted by HispanicPro
October 13, 2012
The US Census Bureau reports that there were 50.6 million Hispanics in the United States in 2010; this represents 16% of the total US population. This is a 15 million increase over the 2000 population and represents 54.9% of the 27.3 million increase in the overall population (Ennis, Rios- Vargas & Albert, 2011). These census results have confirmed what researchers have been saying for many years: the Hispanic market segment is most certainly too big to ignore and will only continue to grow in size and importance over the years. It is predicted that their buying power will be approximately $1.3 trillion in just three years (Tsai and Li, 2012). Companies have now started to set their caps for this market but have quite a few challenges to contend with if they are to be successful. Read the rest of this entry »
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Posted by HispanicPro
October 10, 2012
BY Tr3s Insights
Latinos are the fastest growing fan segment of the football market. That’s right football, not fútbol. Although there are plenty of soccer-centric U.S. Latino sports fans, American football is growing in popularity among Hispanic Millennials. Read the rest of this entry »
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Posted by HispanicPro
October 5, 2012
BY Angela Rodriguez, Director of Strategic Insights at Alma
While some may point to the 2000 Census as the tipping point that brought Hispanics to the forefront of the American consciousness, I’d like to think it was Ricky Martin’s show-stopping performance at the 1999 Grammys and his subsequent #1 hit La Vida Loca that actually first made Hispanics appealing to Americans and proved to Hispanics that they no longer needed to be a silent minority. Read the rest of this entry »
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Posted by HispanicPro
October 4, 2012
As part of the network’s recently unveiled rebranding campaign, “The Power of T,” Telemundo Media announced the findings of The FAM Study (Familia Americana Moderna), a new study of the U.S. Latino population designed to explore the evolution of the Latino family and its impact on television viewing habits and family influence on purchase decisions in key categories. The study, conducted among over 1,000 Latino adults age 18 and older, also provides a better understanding of the multi-family and extended family phenomenon and explores the role of culture and the situational and selective preference for the use of Spanish. Key findings showed 86% of Latinos identified the “family” as core to their Latino identity; 81% stated that Spanish-language television preserves the language and culture in Latino families; and more than 60% of Latinos look for information and advice within their family across key product categories such as food, financial services and health products. Read the rest of this entry »
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Posted by HispanicPro
October 4, 2012
Next spring, the cool place to be is Miami Beach, at the AHAA Annual Conference from April 29 to May 1, 2013 at the Eden Roc Renaissance Hotel. With a retooled format and a hip theme, AHAA’s conference will feature those inspirational trendsetters that influence our world and create the cultural connections with all Americans in art, music, food, entertainment, fashion, politics, technology and so much more. With Latinos driving much of America’s evolving culture, the AHAA conference explores the connections to our work as marketers and how our cross-disciplinary approach is impacted by the world we live in. Read the rest of this entry »
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Posted by HispanicPro
September 27, 2012
Humans are social beings; our entire lives involve interaction with others who help to shape our conceptions about life and the world around us. Korzenny and Korzenny (2012) describe identity as a “complex construct that is socially determined”. This means that our self-concept is the result of our interactions and experiences with others. Escales and Beltman (2005) support this notion and go further to contend that consumption behavior is part of the process of the construction of self-concepts and creation of personal identity. They also theorize that reference groups form part of the process that individuals use to develop associations with brands. In the context of this paper, we will define reference groups as role models that guide behavior (Korzenny & Korzenny, 2012). Consumers perceive that these role models have some desirable attributes that they wish to emulate or that they perceive to be “like them”. These attributes are also transferred to brands that these role models are perceived to use and allows consumers to form connections with these brands (Escales & Bettman, 2005). Read the rest of this entry »
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Posted by HispanicPro
September 27, 2012
A person’s identity stems from what they do and don’t want to be associated with, depending on their current circumstances. People can often relate with more than one group and therefore have more than one, not easily definable identity. Read the rest of this entry »
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Posted by HispanicPro
August 28, 2012
This report documents the place of Hispanic persons in Tennessee. About half of the Hispanic persons in Tennessee are foreign-born, and half were born in the United States. Most of these native-born persons are children. In the next few years, one-in-ten children entering Kindergarten in Tennessee will be Hispanic. In twenty years, these children will be Tennessee’s labor force. If their education is like that in many other states, these children are less likely to complete high school and be economically self-sufficient adults. Yet, Hispanic children have special requirements; Tennessee’s educational system will need to adapt to these needs if it is to prepare these children for the workforce, and to remain economically competitive. Read the rest of this entry »
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Posted by HispanicPro
August 22, 2012
By Tr3s Insights
In the mid-90s, Alberto “Beto” Perez was on his way to teach an aerobics class in Cali, Colombia when he realized he’d forgotten his traditional aerobics music. With no time to turn back, he improvised the class with a mix of salsa and merengue tapes from his backpack. The change of music inspired him to try something new: to focus on being moved by the rhythm instead of counting reps. His energy electrified the room — and his students loved the class. That day, Zumba Fitness was born. Read the rest of this entry »
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Posted by HispanicPro
By Nancy Morkovsky – Brand Planning Director, Richards/Lerma
