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Census Consensus: ‘Citizenship’ Would Be A Headache For Advertising, Media – MediaPost
March 28, 2018. MediaPost by Joe Mandase.- Obvious partisan political implications aside, the Trump White House’s push to add a “citizenship” question to the U.S. Census raises big issues for the world of marketing, advertising and media.
Specifically, much of the industry’s most representative research is either based on or weighted to U.S. Census estimates of the size and composition of the population. If, as opponents fear, requiring people to state their citizenship creates a non-respondent bias among some people -- especially illegal aliens, or fearful legal aliens -- it will distort the representation of the population in the U.S. Census estimates and all the research benchmarked to it. ... Read More
Las Perspectivas Económicas del Mercado Multicultural Se Ven Muy Poderosas PRODU
Jan 16, 2018. PRODU.- Para Santiago Solutions Group, el panorama es alentador para el segmento multicultural en EE UU. “Los anunciantes de EE UU están rápidamente cambiando sus prioridades de crecimiento entre los segmentos multiculturales, especialmente tras la caída desde 2016 del segmento blanco no hispano. Las perspectivas económicas de 2018 para este mercado se ven muy poderosas” destacó la firma en un post. ... Read More
ANA’s New Alliance Helps Step Up Game in Multicultural Marketing –PORTADA
Nov 11, 2017. Portada by Gretchen Gardner.- A year ago the Association for National Advertisers took an important step in encouraging the industry's progress when it established the Alliance for Inclusive and Multicultural Marketing to establish a “powerful, unified voice for the advancement of multicultural marketing." A year later, the group is working cooperatively, transparently, and methodically to set the ground works for a marketing industry that better reflects today's diverse audiences. ... Read More
AIMM Announces 2018 Multicultural Marketing Priorities – HispanicAd.com
Nov 11, 2017. HispanicAd.com.- The ANA Alliance for Inclusive & Multicultural Marketing (AIMM) today announced a set of key priorities for the coming year that are specifically designed to help marketers increase their focus on multicultural marketing to help drive overall ... Read More
Covered California Eyes Latinos for Upcoming Enrollment Period – NPR, The California Report
October 27, 2017. KQED News by April Dembosky.- Starting next week, Americans will again be able to shop for health plans under the Affordable Care Act. But a lot of people don’t know that, because the Trump administration slashed the program’s marketing budget. In California, our state-run the marketplace plans to pick up the slack and will focus in particular on wooing Latino consumers. But, it’s going to be a hard sell.
Carlos Santiago is president and chief strategist at Santiago Solutions Group, a research consulting firm. He fears that message could be too simple. "To convince someone that was uninsured to get it for the first time, obviously that message is not going to work, especially not this year," he says. Plus, Santiago continues, the belief that illness won't happen to you is entrenched in Latino culture.
... Read MoreANA’s Latest Initiative: Elevating Multicultural Marketing
Aug 18, 2018. Advertising Age by Rochelle Newman-Carrasco.- Charter members of the Association of National Advertisers' Alliance for Inclusive and Multicultural Marketing recently met in New York for the first all-committee gathering since the group officially kicked off earlier this year. A who's who of CMOs and senior-level marketers, AIMM has also brought agency, media and trade association leadership to the table, many with specializations in black, Hispanic, Asian and LGBTQ marketing, myself among them. Diverse, by design, it is evident that the Alliance is unified by a commitment to reverse a "flattening in the time and attention the marketing community is giving multicultural marketing," as ANA CEO Bob Liodice put it. ... Read More
AHAA Tackles Hispanic Measurement and Modeling Gaps to Improve ROI – HispanicAd.com
Oct 15, 2016. HispanicAd.com.- “Media consumption alternatives have exploded at the same time that the Hispanic segment has become the largest source of growth for brands in the U.S. For years, only best-in-class companies with advanced knowledge had the capabilities to adjust TV/digital ratings & sales data currencies. AHAA has sought to update and normalize the availability and use of precise data so all marketers can design as effective efforts as possible. We believe that by evolving data collection sampling and models we will have a huge impact for everyone racing to deliver effective growth.” ... Read More
ANA Forms Alliance for Inclusive & Multicultural Marketing – ShootonLine.com
Oct 10, 2016. ShootonLine.com.- The ANA (Association of National Advertisers) has announced the formation of a new, wide ranging alliance designed to create a powerful, unified voice for the advancement of multicultural marketing.
The initiative is called the Alliance for Inclusive & Multicultural Marketing (AIMM). Its goal is to bring together senior thought leaders from the African-American, Hispanic, Asian, LGBT and general market communities to create a united blueprint for the evolution of multicultural and diverse-segment marketing in America.
... Read MoreThe Promise And Reality Of ‘Total Market’ And How CMOs Need To Address It
Aug 23, 2016 by Pepper Miller.- Total Market strategy is defined by the Association of Hispanic Advertising Agencies as “a marketing approach followed by corporations with their trusted internal and external partners which proactively integrates diverse segment considerations. ... Read More
The Outlook for Hispanic Advertising: Rosy –Media Life Magazine
Dec 15, 2015 by MediaLife Hispanic.- Next year will be a strong one for Hispanic ad spending, with the Olympics and the presidential election, yet there’s still more money that should be funneled into Hispanic media that’s not. In part that’s because advertisers remain confused about the best way to reach Hispanics, including whether to use English- or Spanish-language media. ... Read More
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