Blog & Newsletter

AMTP 2016 Conference

“Marketing professionals should identify cultural traditions within segments and use the traditions to connect their brand names with the target markets,” said Dr. Sindy Chapa in her abstract on ‘The Role Of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive.’ This is just one insight that can be taken away from her presentation[…] »

Differences in Hispanic Consumers

There are many differences in Hispanic consumers who have resided in the United States for years versus recently immigrated Hispanics. It is expected that the longer the Hispanic consumer has lived in the United States, the more they will have adapted to the cultures and traditions of Americans. However, it is not to say that[…] »

Why is Culture Underestimated in Marketing?

Market segmentation involves dividing a population into subsets of consumers who share characteristics, lifestyles and needs, and then targeting one or more of those segments with the most appropriate marketing mix (Kardes, Cronley & Cline, 2008). By tailoring a message to specific segments companies effectively market their products and services to meet the needs and[…] »

Understanding the Multi-Billion Dollar LGBT Market

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Last month, César Melgoza, founder and chief executive officer of Geoscape, and board member of the Florida State University Center for Hispanic Marketing Communications, invited several staff members of the Center to attend the 11th Annual New Mainstream Business Summit. This multicultural conference is the premier event on obtaining access to high growth consumers and[…] »

Flavor is the Mega Trend Stirring up the Market

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American’s flavor relationship to food has not changed, but the relationship to flavor has. We have so many concerns about what food does inside our body that we’ve almost ignored why it gets there in the first place. We rarely ask, “How does food taste?” Modern day self-help weight-loss trends proclaim that we eat excessively[…] »

Why Democrats and Republicans are failing to gain Hispanic Voters?

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The final results after the 2014 midterm elections revealed that the political map of United States has grown more conservative after the wide success of the Republicans in last Tuesday’s elections, in which the GOP retained control of Congress gained control of the Senate. Governorships were awarded to Republican candidates even in states considered bastions[…] »

Coca-Cola’s Group Director of Hispanic Marketing Visits FSU Students

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The Center for Hispanic Marketing Communication hosted a refreshing afternoon with Alba Castillo Adamo, Group Director of Hispanic Marketing for Coca-Cola’s North America Group. Adamo is responsible for reviewing the strategies of the global leader in the beverage industry to connect and engage with Hispanic consumers. Adamo met with students and interns in the College[…] »

Hispanic Heritage Month: A Growing Number of Marketers Joined the Celebration

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As Hispanic Heritage Month comes to a close, United States marketers have capitalized on excellent opportunities to commemorate the cultural contributions of Latinos. For many brands, it was a chance to reach Hispanic consumers, the fastest growing demographic in the country—now estimated at 54.1 million—in terms of size, influence, and reach. Hispanic Heritage Month, which[…] »

Columbus Day: Do you know by what other names is also known ?

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In most Latin American countries this day is known as Día de la Raza (Day of the Race) but is also celebrated under many different names. Latin America Día del respeto a la Diversidad Cultural (Day of Respect of Cultural Diversity)  in Argentina Día de las Américas (Day of the Americas) in Belize and Uruguay Día del encuentro[…] »

What Does Columbus Day Mean for Hispanics?

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If you were to ask any number of people what Columbus Day means to them, then you are bound to get different answers. Rarely do we examine in detail how the discovery (or non-discovery) of America marked a dramatic change across historical and ethnic boundaries, with the effect felt globally. This discovery was of such[…] »

 

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