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The cost of an outdated strategy: The case of US Hispanic marketing

Author

Listed:
  • Beniflah, Jake

    (Executive Director, Center for Multicultural Science, USA)

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.

Suggested Citation

  • Beniflah, Jake, 2019. "The cost of an outdated strategy: The case of US Hispanic marketing," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 4(1), pages 10-12, September.
    • Handle: RePEc:aza:jcms00:y:2019:v:4:i:1:p:10-12
    as

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    More about this item

    Keywords

    Hispanic marketing; multicultural marketing; audience measurement; acculturation; nativity-based view; nativity; generational level; media ROI; media effectiveness and efficiency;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

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