The cost of an outdated strategy: The case of US Hispanic marketing

Jake Beniflah
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Jake Beniflah: Executive Director, Center for Multicultural Science, USA

Journal of Cultural Marketing Strategy, 2019, vol. 4, issue 1, 10-12

Abstract: Significant shifts in the US demographic landscape over the last 20 years have transformed the face of marketing. Yet, for more than three decades, marketing to US Hispanics has undergone little change, with Spanish-language television continuing to represent the bulk of media spend. This paper provides a brief summary of the ‘nativitybased view’ (NBV) — a new methodology that recognises that US and foreign-born Hispanics are not homogeneous in what they watch on television; rather, nativity is a more effective variable than language in targeting and measuring the changing US Hispanic television audience — particularly Hispanic millennials.

Keywords: Hispanic marketing; multicultural marketing; audience measurement; acculturation; nativity-based view; nativity; generational level; media ROI; media effectiveness and efficiency (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2019:v:4:i:1:p:10-12

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