Business Decision-Making and the System 1 Brain
What many B2B brands seem to forget is that people who work in business are humans,too. And while business decisions are supposedly made based on purely rational considerations, that’s far from the truth. This fundamental misunderstanding underlying much B2B advertising leads to tens of millions of squandered advertising spending every year, across both traditional media and digital channels…
How to Avoid Analytic Traps That Can Ruin Your Brand Among Hispanic Consumers
With $1.5 trillion in annual spend in the United States every year, Hispanic consumers comprise a vital segment for many brands. Yet there are several errors commonly made by brands in measuring the effectiveness of their advertising to Hispanic consumers. For Mediapost’s Engage: Hispanics, one of Communicus’ multicultural advertising experts, Aleena Astorga Roeschley, details these mistakes – and how to avoid them....
Super Bowl 50 En Español!
At first glance, the idea of a Spanish-language airing of the Super Bowl doesn’t seem to make a lot of sense. After all, football is a quintessentially American sport. You’d think that more acculturated Hispanics would be perfectly happy to view the big game on CBS, with their buddies who are accustomed to watching English-language TV. And those who are less acculturated, who don’t tend to consume a lot of English-language media, wouldn’t be interested in football – preferring fútbol…
Bicultural Hispanics: Who Are They and Why Should Marketers Be Paying Attention?
Hispanics are a rapidly growing segment of the US consumer base, with buying power expected to surpass $1.6 billion by 2019, based on forecasts from the Selig Center for Economic Growth. Within the US Hispanic population sits a subset of bicultural Hispanics—first- or second-generation citizens who grew up in the US. Aleena Astorga Roeschley spoke with eMarketer’s Alison McCarthy about who these bicultural Hispanics are and what...
Play Offense, Not Defense to Win Hispanic Engagement
Everyone knows that Hispanics are a fast growing, key group of consumers in the marketplace, but do advertisers’ investments reflect that? In a recent Media Post article, Jose Villa writes about the visible trend of marketers increasing investments in the Hispanic Market as a defensive move. Advertisers are experiencing decreases in sales among their General Market target, so they then decide to invest money behind strategies that...
Save a Little – Lose a Lot: The Potential Pitfalls of Translated Ad Copy
As more brand managers come to the realization that the Hispanic consumer plays an important role in the current and future health of their brands, the struggle to find enough money within the advertising budget to succeed across targets has intensified. Over the past decade or more, most of the larger brands have carved out sufficient ad budgets to engage Hispanics with dedicated creative, and the debate is around whether to create...