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The ANA’s AIMM Introduces the Cultural Insights Impact Measure™ (CIIM™) Proving that Cultural Relevance Drives Real Brand Results
NEW YORK, Sept. 18, 2019 /PRNewswire/ -- A breakthrough new study that proves the incremental value of genuinely reflecting culture in marketing creative was unveiled today by The Association of National Advertisers' (ANA) Alliance for Inclusive and Multicultural Marketing (AIMM). The Cultural Insights Impact Measure™ (CIIM™) was developed by AIMM in partnership with NBCUniversal and AIMM member companies. CIIM™ evaluates advertising creative in various categories and identifies the impact and effectiveness of cultural insights in ads and programming on increased brand relevance, ad relevance, purchase intent lift, and loyalty. ... Read More
Culturally Relevant Ads Drive Brand Growth, ANA Study Finds
It’s kind of a no-brainer, but now we have the data to back it up: When someone feels as though an ad they’ve seen accurately reflects culture, they’re more likely to buy products from the featured brand.
A new study by the Alliance for Inclusive and Multicultural Marketing, an arm of the Association of National Advertisers (ANA), recently surveyed 10,000 individuals from various racial backgrounds, as well as members of the LGBTQ+ and disabled communities.
Turns out, consumers who perceive ads as “culturally relevant” are 2.6 times more likely to find the brand relevant to them, and are 2.7 times more likely to purchase a brand for the first time. Additionally, they are 50% more likely to repurchase a brand they have bought in the past. ... Read More
ANA-AIMM’s Case for Change
Just released report from the ANA’s Masters of Marketing conference: “The Case for Change: Multicultural and Inclusive Marketing as a Business Imperative for Long-Term Growth” provides an exceptional resource to help marketing decision makers better understand the need for change in the face of the new contemporary marketplace. This study is particularly crucial as half of Fortune 500 companies are currently experiencing sales declines.
Written and researched by the ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM) in partnership with Dávila Multicultural Insights and Santiago Solutions Group (SSG), the report makes the business case for Multicultural marketing to boost growth rather than a one-size-fits-all approach, which can fall short of comprehensive relevance and effectiveness.
... Read MoreCensus 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
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