News (Noticias) Tagged ‘Felipe Korzenny’

After two successful semesters, an online course in Hispanic Marketing Communication will be offered again this Spring by the Florida State University Center for Hispanic Marketing Communication. The center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing Communication.

The online course is available to anyone interested and is particularly recommended for professionals currently addressing the Hispanic market, or those who would like to start a Hispanic marketing initiative. The course, during the last two semesters, attracted students from many industries across the United States and provided a forum for learning and discussion about strategy that enriched the practice of many these professionals. The course became an opportunity to share experience in an integrated framework.

Students in the course have testified that participation in it enriches their experience via online discussions with other professionals, case studies, readings, and guest lectures. Joining the group is more than studying the discipline because it encourages thinking and sharing of practices and ideas. The course creates synergy for communication and links professionals that otherwise could not meet each other to discuss their common Hispanic marketing problems and solutions.

The Spring 2008 session has duration of fifteen weeks (classes begin January 7 and end April 25) and includes topics such as language use, Hispanic cultural insights for marketing, and case studies relating to Hispanic marketing. The course will also address research and marketing strategies.

A certificate of completion will be issued to all non-degree seeking students who satisfactorily complete the course, and eligible students can receive three hours of undergraduate/continuing education credit.

THOSE INTERESTED ARE ENCOURAGED TO APPLY IMMEDIATELY AS REGISTRATION IS LIMITED.

REGISTRATION IS OPEN NOW! “*

“The Florida State University Center for Hispanic Marketing Communication released today the first study of its 2007 series of reports on the Multicultural Marketing Equation. These studies conducted by Florida State University and DMS Research (an AOL LLC Company) highlight the commonalities and differences among major culturally unique groups in the United States in regards to important marketing issues. The first report of 2007 released today is entitled “Old and New Media Use.” It contrasts the use of television, radio, newspapers, and magazines with the use of the Internet, cell phones, and other new technologies by Hispanics who prefer English (HE), Hispanics who prefer Spanish (HS), African Americans (AA), Asians (A), and Non-Hispanic Whites (NHW).

Dr. Felipe Korzenny, Director of the Center, indicates that “this is a pioneer study that emphasizes the complementarity between established and emerging media and the degree to which the media habits are being driven by the soon to be new majority.”

Key trends include:

Old media and new media share the attention of online consumers across different cultural groups. NHW tend to be laggards when it comes to new technologies while members of emerging minorities are venture some and eager to explore. The typical alternative explanation for this is that these minorities are younger. This study, however, shows that after controlling for age, NHW continue to be laggards regardless of age.

The importance of the native language of consumers is evidenced in the degree to which A, HE, and HS use the media in a language other than English. They use these media in other languages proportional to their acculturation levels. That is not surprising per se but it does point to how the language of media offerings evolves and the importance that marketers have to place in going beyond language and more into connecting through other cultural avenues with these important emerging groups.

The report is available at http://hmc.comm.fsu.edu

The study was conducted online with approximately 2500 respondents about equally divided by cultural/language group.

The Center for Hispanic Marketing Communication at Florida State University is a national hub for innovative research, education, and training of marketing professionals by means of a partnership between academia and industry. It is the primary source of knowledge and information about Hispanic marketing communication in the United States. The Center aims to promote a two way communication link between marketers and Hispanic customers.
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“According to Yankelovich’s 2007/2008 MONITOR Multicultural Marketing Study, made public today, African American and Hispanic customers are almost twice as likely to “enjoy looking at or listening” to advertising than their peers, but most find current messaging is not relevant.. The study shows that only 25% of African American. Hispanic and Non-Hispanic White consumers feel that today’s marketing is both personally and culturally relevant to their lives. To make brands more attractive to a multicultural audience, brand managers need to implement integrated marketing strategies which address life-stage and personal interests in addition to cultural values.

“Multicultural marketing needs to become more multi-dimensional,” notes Sonya Suarez-Hammond, Vice President of Multicultural Marketing Insights at Yankelovich. “Of course, not every advertising spot or print ad needs to reach a Hispanic or African American consumer on all three dimensions of relevance. “But, an overall campaign should. The more integrated and relevant the messaging, the stronger the overall brand connection will be.”

According to the study, ethnic consumers are considerably more receptive to marketing and advertising messages than their peers. Roughly six in ten (60%) African Americans and Hispanics (59%) indicate that they “enjoy looking at or listening to advertising,” compared with 30% of Non-Hispanic Whites.

The study was developed in collaboration with Burrell Communications, one of the nation’s leading agencies specializing in African American and urban markets, and Dr. Felipe Korzenny, professor and director of the Center for Hispanic Marketing Communication at Florida State University. Since 2003, the study has been the first of its kind to examine ethnic consumer behaviors and attitudes and offer comparative and contrasting views of the African American, U.S. Hispanic and Non-Hispanic White markets.

The study stresses that ethnic consumers are less homogenous as a group than marketers often assume. There are many important sub-segments. In the Hispanic market for example these would include Bicultural Hispanics who are navigating between two cultures and Spanish-Oriented High Cultural Affinity consumers who are less acculturated and more likely to have stronger ties to traditional cultural values such as collectivism and group decision making. Whereas 79% of respondents in the Spanish-Oriented High Cultural Affinity segment say “I am unwavering in my commitment to my extended family,” for example, only 44% of Bicultural Hispanics feel the same sense of responsibility to extended family members.

“Ethnic consumers have very distinct preferences and respond to different emotional hot buttons,” said Suarez-Hammond. “Therefore marketers must refine their messaging to avoid generalization and highlight brand relevance and authenticity.”

Cultural Pinpointing

Cultural pinpointing is about marketing to ethnic consumers in an authentic way, with messaging meant exclusively for them. Cultural pinpointing helps marketers protect the quality of their dialogue with African American and Hispanic consumers. The need to consider cultural pinpointing in developing a multicultural marketing strategy comes from the fact that more and more we are seeing the borrowing of ethnic market cultural elements as a way of staying on top of trends, influencing lifestyle behavior and fashionably engaging the general population. Too much borrowing of ethnic cultural elements or icons for crossover appeal dilutes authenticity with ethnic consumers.

With four out of ten Non-Hispanic Whites agreeing that African Americans and Hispanics influence everyone’s lifestyle, it’s not surprising that marketers are using African American and Hispanic icons and cultural elements to reach broader audiences.

“The commercialization of culture is a difficult line to navigate,” said Suarez-Hammond. “Marketers must recognize that the more cross-cultural appeal a cultural element has, the less authentically and exclusively African American or Hispanic it becomes.”

Hip-hop music is a good case-in-point. When African American respondents were asked about aspects of their culture and traditions they feel are the most important to preserve, “Music/Songs” was cited second most frequently, right behind “History.” As different types of African American music/songs become increasingly borrowed by the general population, they may become less effective as a means of connecting directly with African American consumers. So in this example mainstream hip-hop artists that are known to general audiences would not be considered as authentic as using more “underground” artists known exclusively by African American audiences.

Getting To the Heart of the Matter

Awareness of what is and isn’t healthy is greater than ever before for the African American and Hispanic communities. And, with increased awareness levels comes a greater need for health- and wellness-oriented messaging that offers specificity, action steps and guidance.

* 63% of Hispanics and 60% of African Americans cite “the health of other
family members” as a major stressor, compared to 51% of Non-Hispanic
Whites.
* Nutrition is a key concern. 91% of Hispanic Moms and 80% of African
American Moms, versus 67% of Non-Hispanic White Moms agree, “I put a
lot of care and emotion into my cooking.” This is important because
recognizing “food as love” becomes a healthcare barrier for ethnic
consumers.
* In response to “why I want to eat healthily, sounds exactly like me”,
61% of Hispanics and 57% of African Americans cited “to avoid
diabetes”, compared with 39% of Non-Hispanic Whites.

“Healthcare and pharmaceutical companies need to move beyond base-line awareness.” said Suarez-Hammond, “The positive healthcare awareness messages are working, but there’s still a disconnect. Marketers need to offer ethnic groups more next steps and how-to guides as necessary tools in order to begin affecting behavior change.”

About the Yankelovich Study

Data collection of it’s largest sample sizes to date, with over 1,500 African American, 1,200 U.S. Hispanic and 1,100 Non-Hispanic White consumers ages 16+, was conducted via a two-phase process between March and April 2007. The first phase consisted of a 30-minute telephone interview during which participants were asked general attitude, demographic and ethnic-specific questions in the language of their choice. The second phase consisted of a 60 to 90-minute self-administered survey via mail or Internet, in which participants were asked general and industry-specific attitudinal and behavioral questions on a variety of topics, also in the language of their choice. Respondents were allowed to choose for themselves whether to complete phase two online or via the mail.

In its fourth year, the now annual Yankelovich MONITOR Multicultural Marketing Study brings the rich history of past African American and Hispanic MONITORs, originally developed on a bi-annual basis since the mid-eighties. Since 1971, The Yankelovich MONITOR® study has gathered and trended the values, motivations and attitudes that shape consumers’ buying decisions and interactions in the marketplace.

About Yankelovich, Inc.

Yankelovich delivers measurable breakthroughs in marketing productivity for its clients. For more than 30 years, The Yankelovich MONITOR® has tracked and forecasted consumer value and lifestyle trends. Our Insights Integration(SM) solutions directly link our key research findings on why people buy to databases of customers and prospects. The Segmentation Company (TSC) is a full-service custom research and consulting firm that helps clients precisely target their customers through segmentation and brand equity and positioning work. Yankelovich and TSC are headquartered in Chapel Hill, NC.

About Our Partners

Burrell Communications is one of the nation’s leading agencies specializing in African American and young, urban markets. Based in Chicago with an office in Atlanta, Burrell is a full-service agency providing comprehensive advertising, public relations, engagement marketing and consumer promotions.

With close to $200 million in annual billings, Burrell is especially recognized for its Yurban® marketing. This is a concept formulated by the agency to create marketing messages for the youth-oriented, urban market where every new trend from speech to music to fashion to food originates. In 2006, the American Advertising Federation (AAF) awarded Burrell Communications with the prestigious Mosaic Agency of the Year for its Verizon “realize” campaign. In 2005, Burrell was named the Ad Age Multicultural Agency of the Year.

Dr. Felipe Korzenny, PH. D

Dr. Felipe Korzenny is a professor of advertising and integrated marketing communication at Florida State University (FSU) and is the founder and director of the Center for Hispanic Marketing Communication. A social scientist by training, Dr. Korzenny is well-known in the industry for the consumer-experience insights he has helped generate to position successful products in the U.S. Hispanic market and in Latin America.

Before joining FSU, Dr. Korzenny was a principal with Cheskin, a firm he co-founded. Previously, he was a pioneer in the Hispanic market research and consulting field with Hispanic & Asian Marketing Communication Research, another company he founded. Dr. Korzenny has a critical academic perspective combined with a strong business practice.”

“After a successful first semester, an online course in Hispanic Marketing Communication will be offered again this fall by the Florida State University Center for Hispanic Marketing Communication. The center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing Communication.

The online course is available to anyone interested and is particularly recommended for professionals currently addressing the Hispanic market, or those who would like to start a Hispanic marketing initiative. The course last semester attracted students from many industries across the United States and provided a forum for learning and discussion about strategy that enriched the practice of many these professionals. The course became an opportunity to share experience in an integrated framework.

Favio Martinez, a marketing professional and student of the first online course, explains, “A couple of people have asked me if I couldnt have just read the book on my own and gotten the same out of the class, since I wasnt in a classroom. The answer is no”¦ The [online discussion boards] allowed me to think through my comments before posting. It also gave me the chance to “pay more attention’ by taking the time to read everyones postings. And, I have to be honest: while Id like to think that I have the discipline to push myself on my own, being in a class helps to ensure that I “keep up.’”

The fall session has a duration of fifteen weeks classes begin August 27 and end December 14 and includes topics such as language use, Hispanic cultural insights for marketing, and case studies relating to Hispanic marketing. The course will also address research and marketing strategies.

A certificate of completion will be issued to all non-degree seeking students who satisfactorily complete the course, and eligible students can receive three hours of undergraduate/continuing education credit.

THOSE INTERESTED ARE ENCOURAGED TO APPLY IMMEDIATELY AS REGISTRATION IS LIMITED.

REGISTRATION IS OPEN NOW

For application information contact Danielle Kress at inquiries@campus.fsu.edu or by phone at 850-645-5639. “

“Discovery Networks U.S. Hispanic Group, a division of the number-one nonfiction media company Discovery Communications, today announced the launch of “Moving Forward: Thought Leaders Share Their Views on Issues Facing U.S. Hispanics,” a study available to the public that provides a rich, and timely exploration of the key issues facing Hispanics in the United States by experts and opinion leaders from across the country.

Discovery Networks U.S. Hispanic Group and GfK Roper Public Affairs & Media embarked on the study in late 2006, speaking to experts and leaders from a range of disciplines including education, public policy, religion, medicine, mental health, law and business to examine the issues and challenges facing Hispanics in the United States today. The study spans a variety of topics including generational and cultural tensions, assimilation versus acculturation, discrimination, politics, bilingualism, and critical challenges for the future.

“Each day we aim to reach a greater understanding of our viewers in order to bring them informative and relevant content that will enrich their lives,” said Luis Silberwasser, senior vice president and general manager, Discovery Networks U.S. Hispanic Group. “We offer this study to the public and our colleagues to provide valuable insight into the fastest growing ethnic demographic in the United States, and to advance discussion on the important issues facing Hispanic families living in this country today.”

A group of 21 thought leaders participated in the study including Congresswoman Hilda Solis, California 32nd Congressional District; Carol Robles-Roman, Deputy Mayor of New York City; Dr. Ron Haskins, Co-Director of the Center on Children and Families, Brookings Institution; Gloria de Leon, Co-Founder and Executive Vice President of the National Hispanic Institute and Dr. Felipe Korzenny, Director of the Center for the Study of Hispanic Marketing Communication, Florida State University.

The thought leaders hailed Hispanics for their strong family values and work ethic, which they say has contributed to the culture of the United States. They expressed concern about the misconceptions and negative stereotypes the media perpetuates. They talked about the importance of holding on to Hispanic heritage through language and how bilingualism is more accepted and more valuable than ever before. The thought leaders also looked to the future and said that the Hispanic community must focus on the importance of education, as well as the preservation of family ties that have made it so strong.

- Hard at Work: Rather than being a drain on social services as so often portrayed, Hispanics are playing a role in reinvigorating areas of the country.”When you look at the statistics, you find that there is virtually no unemployment in the immigrant community. I think it’s very simple. There’s an incredibly strong work ethic, and that work ethic is enhanced by the fact that the people are coming here for jobs and to work. If they couldn’t find jobs and work, they wouldn’t be here.” - Hector Orci, La Agencia de Orci & Asociados - Work vs. Higher Education: While Hispanics’ highly developed work ethic is lauded, the thought leaders in this study also recognize that it can cause problems. In some cases, children are encouraged to work rather than pursue higher education, particularly when immigration status is at issue.”Young Hispanics often look for jobs to help their families, especially if they have not done well in school. They are not thinking of going to or preparing for college. They also fear the related costs of attending college and not being able to attend because they lack legal status or U.S. citizenship. They have different survival priorities than the mainstream youth of this country.” - Ronaldo Cruz, US Conference of Catholic Bishops - Discrimination: Still Very Real: Despite all the talk about a move toward acculturation, integration, and multiculturalism, our thought leaders see discrimination as still being a very real barrier for many Hispanics.”Unlike other immigrants who can blend in more easily, Hispanics are unable to move in and out generally because of their physical appearance and language. Unfortunately in our country, there is a history of racism against those who are different to the general population.” - Francisco Jimenez Ph.D., Ethnic Studies Program Santa Clara University - Community Isolation Fosters Segregation: living in heavily Hispanic and often isolated communities, thought leaders say, can lessen the need to become bilingual or integrate into American culture fostering segregation.”I think language has a lot to do with how a society or population integrates itself and evolves. There has to be a transitional phase that occurs, and if immigrants don’t acquire the community’s dominant language - in this case, English - they can’t benefit from being fully immersed in the community. That’s a source of frustration because it impacts everything: jobs, rental agreements, everything.” - Hilda Solis, Congresswoman, California 32nd Congressional District - Media Messages and Portrayals Both Help and Hurt Hispanics: Too often portrayals are not positive, the diversity is minimized and the contribution to the economy not recognized.”I think it heightens your self-esteem when you, as an individual, see a positive image of your race, culture, and language rather than a negative one. The media does have an impact on Hispanic kids and young adults, especially. And for the traditional people watching, it encourages them to be more understanding of other cultures.” - Jose Nazario, the Committee for Hispanic Children and Families

These and other issues explored in-depth throughout the pages of this study (including Immigration Debate: a Double-Edged Sword, From Media Role Models to the Halls of Power, Two Languages are Better than One, and more) are of great national importance and bring a richness of thought and opinion to the debate.

Hispanics currently make up about 15% of the population of the United States and are the fastest growing and largest ethnic or racial minority in the country. By the year 2050, they are expected to total 24% of the nation’s total population - or more than 100 million people. (Source: “Facts for Features - Hispanic Heritage Month 2006: September 15-October 15, “U.S. Census Bureau News; September 5, 2006.).

About Discovery Networks U.S. Hispanic Group

Discovery Networks U.S. Hispanic Group is the leading provider of high quality nonfiction entertainment for Spanish-speaking audiences in the United States. Distributing three distinct, standalone networks that offer original Spanish-language content from the United States and Latin America as well as popular American and international programs transcreated for U.S. Hispanic audiences, the portfolio includes Discovery en Espanol, Discovery Travel & Living (Viajar y Vivir), and Discovery Kids en Espanol.

GfK Roper Public Affairs & Media

GfK Roper Public Affairs & Media, acquired by GfK in June 2005, was founded in 1923 and is a leading global marketing research and consulting firm with headquarters in New York. Bringing together some of the most renowned U.S. and European research firms in a unified global network, GfK is the fourth largest research firm in the world, with offices in more than 70 countries.”

“Leveraging the exponential growth and buying power of the Hispanic market, Adweek Magazines and Adweek’s Marketing y Medios will host the third annual VOZ LATINA conference, presented by CityReach Latino and held in conjunction with the Billboard Latin Music Conference & Awards, on Thursday, April 26th 2007 at the InterContinental Miami. In addition, Adweek’s Marketing y Medios will reveal the Best Hispanic Spots of the Year at Thursday’s luncheon.

The 3rd annual Hispanic Best Spots will honor the best television commercials of 2006 targeting U.S. Hispanic consumers. Over 200 spots were submitted this year, and for the first time, four executive creative directors from Hispanic ad agencies in New York were asked to choose the top commercials that ran last year in the Hispanic marketplace: Roberto Alcázar of EO Agency, Gustavo Asman of winglatino, Mauricio Galván of The Vidal Partnership and Antonio López of Conill New York lead the charge to pick what represented outstanding original content coupled with the best Hispanic insights in 2006.

“From online and multi-channel marketing to branded entertainment and celebrity endorsements, VOZ LATINA 2007 will provide effective and cutting-edge strategies to help grab the attention of the rapidly growing Hispanic market,” said Matt Pollock, Director of Multi-Brand Conferences for Nielsen Business Media. “VOZ LATINA 2007 is a must-attend event for those responsible for reaching this important group of consumers.”

The unique one-day conference will coincide with the Billboard Latin Music Conference & Awards. VOZ LATINA attendees will receive a complimentary pass to the awards and pre/post parties. Program highlights include:

– Maximizing Your Endorsements and Partnerships with Hispanic Celebrities

– Differentiating Hispanic Consumers from General Market: The Latino Filter

– Hispanic Consumers in the Multicultural Marketing Equation

– Mobile Meets Out-of-Home

– Agency Creative Panel

– Best Hispanic Spots of the Year Luncheon

– The Small Screen: The Platform of the Future

– Exclusive Research Update: How do Hispanics Consume Media

– Tapping into the Hispanic Market Online

– Winning with Hispanics at Retail

– Hispanic Youth Panel

– Bonus Programming””VOZ LATINA registrants are invited to attend these four star-studded Billboard events:

1. The Billboard Q&A””Billboard presents an exclusive Q&A with leading Latin music artist, Juanes.

2. The Billboard Bash””The official pre-awards show party with red carpet appearances, presentations and performances by 2007 Latin Billboard Music Award finalists.

3. The Billboard Latin Music Awards””This live awards show, produced and broadcast by Telemundo, honors the biggest and brightest stars in the industry.

4. The Official Billboard After-Party at Bongos””Miami’s hottest VIP party of the year with Billboard Latin Music Awards winners and guests.

Presented by CityReach Latino and co-sponsored by MSN Latino, Language Line Services, Yahoo! Telemundo, The Nielsen Company, Pump Audio, Univision Radio, Alloy Media + Marketing and Tu Ciudad, VOZ LATINA is the definitive Hispanic marketing conference””reaching the growing Hispanic population through powerful and significant entertainment, retail, mobile and online marketing strategies. VOZ LATINA 2007 featured speakers include:

– Sergio Alcocer, President / Chief Creative Officer, LatinWorks

– Nancy Ayala, Editor, Adweek’s Marketing y Medios

– Lucia Ballas-Traynor, Senior Vice President, General Manager, MTV Tr3s

– Adam Chandler, Director, U.S. Sales, Yahoo! Telemundo

– Greg Cunningham, Group Marketing Manager, Target

– Doug Darfield, Senior Vice President, Hispanic Services, Nielsen Media Research

– Danna Garcia, Actress and Spokesperson for Garnier and Maybelline

– Jennifer Grazel, Interactive Marketing Director Americas, GE Money

– Jacqueline Hernández-Fallous, Publisher, People en Español

– Anne Howard, Director of Online Services, La Agencia de Orcí­

– Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University, and Cheskin Co-Founder

– Jorge Loperena, Director Hispanic Marketing, Southwest Airlines Vacations

– Marcus Owenby, Director of Hispanic Marketing Operations, AT&T Mobility

Gonzalo Perez, Director, Multicultural Research and Consumer Insights, MTV Networks

– Tru Pettigrew, President, Alloy Access, the multicultural and urban division of Alloy Media + Marketing

– Stephanie Rinaldi, Vice President, Multi-Ethnic Marketing & Promotions, Maybelline New York-Garnier

– Thomas Schimoler, Creative Director, The Vidal Partnership

– Carlos Tornell, Creative Director, OLE

– Daniel Villarroel, Director, Multi-Ethnic Marketing for Maybelline New York-Garnier

For more information or to register, please visit www.marketingtohispanics.com. To register for press credentials, please contact Megan Levinson, The Rosen Group, 212.255.8455, ext 213 or Megan@rosengrouppr.com

About Nielsen Business Media
Nielsen Business Media is a leading market-focused provider of integrated information and sales and marketing solutions, helping businesses go to market more effectively and efficiently.

Serving seven major market groups, and 30 individual markets, spanning the entertainment, media and marketing, retail, travel and performance, design, and life sciences industries, Nielsen Business Media provides business-to-business products and services in print, online and in person.

With 42 publications, over 60 trade shows and 185 digital products and services, Nielsen Business Media offers insight, analysis and face-to-face contacts to help professionals better understand their markets, serve their customers and grow their businesses. “

“Around 3 million Americans with Hispanic heritage call Florida home. According to the U.S. Census Bureau, that number is expected to grow to about 5 million over the next 20 years.

At Florida State University, a growing number of Hispanic students are finding a welcoming educational and social environment as the university works to recruit the fastest-growing and largest minority group in America.

Among FSU’s successes on this front: recent rankings showing its College of Law at No. 6 nationally among Hispanic students; a unique marketing program that teaches students how to respond to the needs of the nation’s Hispanic marketing industry; and an orientation program designed to help Hispanic students and their families feel at home in their new academic setting.
Nearly 10 percent of the student population at FSU now is Hispanic ”” around 4,000 students in all. That’s up by more than a thousand over the number of Hispanic students enrolled just five years ago.

Patrick Heaton, director of FSU’s Office of Orientation, said he has observed the rise in Hispanic students at FSU for several years and takes steps to welcome those students and their families to campus through an orientation session before each semester. The university’s Orientation Web site (www.orientation.fsu.edu/spanish.html) now contains a number of links written in Spanish.

“We’re also going to put all of our publications in Spanish so family members can have access to that information in a language that is more comfortable to them, perhaps, when they’re already experiencing the anxiety of having their student go off to school,” he said.

Also at FSU, Hispanic students have found a nurturing environment within
the College of Law. For that reason, Hispanic Business magazine recently named Florida State’s College of Law sixth in the nation among law schools for Hispanic students.

For undergraduates, there are numerous opportunities for Hispanic students as well. Many FSU students take part in Hispanic and Latino student organizations. Groups such as the Hispanic Latino Student Union, the National Hispanic Business Association, the Oscar Arias Sanchez Hispanic Honor Society and the Cuban American Student Association provide academic and social opportunities for Hispanic students looking to socialize with others who share a similar heritage.

Not only is the population of Hispanic students climbing, but FSU also is developing innovative ways of educating all students to the emerging Spanish culture.

“Students want to know more, whether they’re Latino or Hispanic or not, because it’s impacting their daily lives,” said Delia Poey, an associate professor of modern languages and linguistics at FSU.

In Poey’s Spanish courses, students are exposed to the award-winning Spanish program at FSU. A new survey ranks the Spanish program No. 4 in the nation. And one of the reasons for its success, she says, is the faculty’s all-inclusive curriculum.

“You can’t teach a language outside a culture, so we’re always teaching culture with language,” Poey said.

Culture and language are what Felipe Korzenny, a professor in FSU’s College of Communication, also hopes to pass along to his students through an innovative Hispanic marketing program that is unique to FSU.

“It’s a complete, organized program to prepare undergraduate and graduates to serve the needs of the Hispanic marketing industry in the United States,” Korzenny said of the program.

For information on FSU’s Center for Hispanic Marketing Communication, see http://hmc.comm.fsu.edu/index.htm. “

“A unique new research study that analyzes the portrayals, persuasion strategies, character roles, values portrayed, and execution of over 350 television ads designed for the US Hispanic market has been released by the Center for Hispanic Marketing Communication at Florida State University.

This comprehensive study, “Advertising to Hispanics: What the Ads Say” examines the ads in detail, and presents key implications for the Hispanic marketing industry. Dr. Felipe Korzenny, Director of the Center states: “We are happy to contribute to the Hispanic advertising and marketing industries with this study. It provides our field with insights for reflection and improvement.”

The executive summary and complete study are available from the Center for Hispanic Marketing Communication at http://hmc.comm.fsu.edu. The study was carried out in 2005-2006 by Maria Gracia Inglessis, Holly McGavock, and Dr. Felipe Korzenny at Florida State University.

About the Center

The Center for Hispanic Marketing Communication at Florida State University is a national hub for innovative research, education, and training of marketing professionals by means of a partnership between academia and industry. It is a primary source of knowledge and information about Hispanic marketing communication in the United States. The Center aims to promote a two-way communication link between marketers and Hispanic customers.

For more information about the Hispanic Marketing Center and for downloadable abstracts of the research mentioned here, please see our website, at hmc.comm.fsu.edu.

For downloadable copies of the research mentioned here and more information about the current activities of the Center for Hispanic Marketing, please see our website, at hmc.comm.fsu.edu. “

“Beginning in January 2007, an online course in Hispanic Marketing Communication will be offered by the Florida State University Center for Hispanic Marketing Communication. The center, headed by Dr. Felipe Korzenny, is pioneering education in Hispanic Marketing in the US.

Dr. Korzenny states “we are proud to satisfy the demand of many marketers in US industry that have requested an online course in Hispanic Marketing Communication. This is the first online offering of its kind and will make the content of our on-campus courses available to anyone in the world with an interest in the subject.””

Program - http://hmc.comm.fsu.edu/onlinecoursedescription.htm

“Florida State University in January will offer an online course in Hispanic marketing open to anyone interested in the subject, including professionals in the industry and FSU students, the university announced today.

The course is being offered by FSU’s Center for Hispanic Marketing Communication, headed by industry expert Felipe Korzenny.”

“On Wednesday, November 15, 2006 at 1:00pm EST, Dr. Felipe Korzenny, Director of the Center for Hispanic Marketing Communication at Florida State University and renowned Hispanic marketer and educator, will present the findings from his latest research study, “The Multicultural Marketing Equation”, and discuss the implications for Hispanic online marketing. Dr. Korzenny will be joined by experts from Idiom Technologies and Captura Group to provide insights on the exploding US Hispanic online market, which covers over 16.5 million individuals nationwide.”

“Atlanta-based consultancy Grupo MAS (http://www.grupomas.biz/) will be the lead Platinum sponsor at the Flagship 13th Annual Ethnic & Multicultural Marketing Omnibus scheduled on Sep 27-29th at the Omni CNN Center Hotel, in Atlanta, GA. This annual conference brings together leading players from many different markets and categories who are successfully unlocking the over $1 trillion potential from African American, Asian American, Latino, Urban and other markets now the emerging majority segment. According to Alfredo Ortiz, Founder and President of Grupo MAS, “As the Hispanic population is the largest and fastest growing minority population in the U.S., companies cannot afford to simply translate advertising into Spanish and hope to be effective with Hispanic consumers. They must build a holistic strategy which addresses the needs of the Hispanic consumers and encompasses all areas of the business, just as they do for the general market.”

Featured speakers include: Dr. Felipe Korzenny, Co-Founder of Cheskin and Professor & Director of Florida State University Center for Hispanic Marketing Communication; Luis Fernando Samper from Colombian Coffee Federation; and Dr. Jeffrey Humphreys, Selig Center for Economic Growth will be among noted keynote speakers. On September 29th Reverend Al Sharpton and Professor Michael Eric Dyson will share a luncheon keynote address.

According to Dr. Humphreys, also from Athens, GA, “Hispanics actually surpassed blacks as the nation’s largest minority group five years ago, based on population counts. But, in terms of spending power, 2007 will mark the first year that Hispanics control more disposable personal income than any other U.S. minority group.”"

“Hispanic and African American consumers are reconnecting with their roots more so now than at any other time in the past, according to the Yankelovich MONITOR Multicultural Marketing Study 2006 released today from marketing consultancy Yankelovich Inc. For Hispanics, this strong reconnection means growing the bi-cultural segment of the marketplace; for African Americans, it means creating a new Black renaissance.

This year’s study also revealed that trust in government and other institutions declined over the past year for African Americans while it remained positive for Hispanics. Yet, both groups still have strong trust in brands.

The study was developed in collaboration with Burrell Communications, the nation’s leading agency specializing in African American and urban markets, and Dr. Felipe Korzenny, professor and director of the Center for Hispanic Marketing Communication at Florida State University. Now in its third year, the study is the first of its kind to examine consumer behaviors and attitudes and offer comparative and contrasting views of the African American, U.S. Hispanic and Non-Hispanic White markets.”

“Strategic Research Institute’s 7th Annual Hispanic Boom and Profitable Brand Engagement Strategies Conference opens in Los Angeles on June 14-15, 2006. Professor Robert Courtney Smith, Baruch College and author of Mexican New York will speak about the emerging trend of “Transnationalism” and the reality of immigrants living simultaneously in two cultures. Other prominent keynote speakers are Monica C. Lozano, La Opinion’s CEO and Publisher; Julie Roehm, Senior Vice President, Wal-Mart; and Dr. Felipe Korzenny, Florida State University and Segmentation expert.

According to Rupa Ranganathan, Ethnic Strategist and Senior Vice President of Strategic Research Institute, “The conference will be attended by company representatives from companies like Wal-Mart, Kroger, Albertson’s, JC Penney, Visa, Georgia Pacific, Lions Gate, USG Corporation, PFF Bank, Bank of America to list a few of the firms participating.”"

“Strategic Research Institute’s 7th Annual Hispanic Boom conference is scheduled to take place at the Wilshire Grand Hotel in Los Angeles on June 14-15, 2006. The event’s advertorial content will include presentations by Monica C. Lozano, who will open the conference, Felipe Korzenny, Ph.D., and Robert Smith, a Baruch College sociologist. Julie Roehm, who has taken the marketing reigns at Wal-Mart Stores, will deliver a keynote presentation on partnership strategies.

Speakers from the Sporting Goods Manufacturers Association, Information Resources Inc., and Forrester Research will share new data and insights of interest to packaged goods, entertainment brands, financial services, retail, and health and beauty industries represenatives.”

“trategic Research Institute’s 7th Annual Hispanic Boom & Profitable Marketing and Brand Engagement Strategies forum is scheduled for June 14 to 15 in Los Angeles. According to Rupa Ranganathan, Senior Vice President and Ethnic Strategist at Strategic Research Institute, “The agenda mirrors strategic initiatives in brand engagement being worked upon at Fortune 1000 companies. Clearly, Hispanic marketing and advertising have evolved way beyond the 30-second commercial and so the conference revisits new segmentation models, emerging product placement, brand activation and event marketing tools to help your brand teams keep pace with the energy and growth levels shown by the consumer.”

Julie Roehm, one of the foremost marketing wizards in the industry, who has taken the marketing reigns at Wal-Mart Stores, will deliver a keynote presentation on partnership strategies. Industry luminary, Monica C. Lozano, will open the conference with a keynote speech followed by Segmentation pundit, Dr. Felipe Korzenny. Professor Robert Smith, Baruch College sociologist and author of Mexican New York: Transnational Lives of New Immigrants, will share a fresh new perspective on “Transnationalism” and discuss the reality of immigrant Latinos. Sporting Goods Manufacturers Association, Information Resources Inc., and Forrester Research will share brand new data and insights that will provide actionable insights for packaged goods, entertainment brands, financial services, retail, and health and beauty industries.”

“A careful look at how companies are spending to target Hispanics through Spanish language media (SLM) reveals some pretty interesting things.

First, many of the biggest advertisers are completely ignoring the Spanish dominant Hispanic markets altogether. (For more detail on the characteristics of the Hispanic market, and discussion on English versus Spanish language media [“SLM”] strategies, see the Cheskin-published blogs of Steven Palacios or Felipe Korzenny, for example, or Nielsen Media, HispanicBusiness.com, Advertising Age, or gee, just Google it.) You’d think that with the sheer volume of information out there, savvy marketers would be able to convince decision-making-execs of the importance of this buy….”

Please note some (many) sites require registration. Many times it is free.

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com :: hispanic news & commentary

article in English / artí­culo en Ingles o en Español usando Google o Altavista/Babel Fish

from hispanictips.com :: hispanic news & commentary