Posted by Elena del Valle on December 12, 2008
The Latino Threat book cover
Photo: Stanford University Press
In his latest book, The Latino Threat Constructing Immigrants, Citizens and the Nation, Leo R. Chavez examines the coverage of recent immigrants with the desire to illustrate how prejudices have been the basis to wrong a segment of the population and outline the meaning of American.
The 256-page paperback book is divided into seven chapters and two parts: Constructing and Challenging Myths; and Media Spectacles and the Production of Neoliberal Citizen Subjects.
Chavez argues that immigrant groups have often been seen as threats by the residents of the country when they first arrive. He mentions the German language threat, the Catholic threat, the Chinese and Japanese threats. At the same time, he says that Latinos have been a part of the United States since the late sixteenth and early seventeenth centuries; and that they had a presence in the territory even before the English colonies were established.
He also sets out to examine immigration related issues, the concept of citizenship as well the definition of American and how the media portray them. He concludes that citizenship is about more than legal rights and definitions and includes an individual’s participation in society.
Chavez is professor of Anthropology at the University of California, Irvine. Prior to this book, he wrote, in 1998, Shadowed Lives: Undocumented Immigrants in American Society; and in 2001, Covering Immigration: Popular Images and the Politics of the Nation.
Click here to buy The Latino Threat
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Filed Under: Books
Posted by Elena del Valle on December 11, 2008
Mixplay website page – click on image to enlarge
Photos: Mixplay
Mixplay, a video portal owned by Claxon and designed for Spanish speakers in Latin America, Spain and the United States, is 18 months old this month. Since it was established in May 2007 it has had a 250 percent growth in online traffic.
Mixplay users, who range in age between 17 and 35, rely on the website to complement their traditional television programming consumption. Mexico is the top country of origin for the portal followed by Argentina, Colombia, Chile, Peru, United States, Brazil, Uruguay and Spain.
According to a press release, the website is developed 100 percent in Latin America. It is especially designed for new devices and users that want complete control of what, when and where to enjoy the portal’s professionally produced video content.
Mixplay offers visitors videos in the following categories: Music, Prediction, Women, Children, Men, Entertainment, Sports and TV Channels (mainly those produced by Argentinian company Cuatro Cabezas and BBC documentaries).
There are also in-house productions of guitar workshops, video horoscopes and tarot, stories, magic tricks, experiments for kids, as well as exclusive interviews, show coverage, and how to apply make up videos. The programs are produced with Studio Web TV, a 360 degree format that is compatible with Internet requirements as well as digital TV and mobile devices.
A Mate.ar representative with Mixplay staff members Patricia Tomasini and Cristian Betti
“The video content industry evolves alongside new media offering a publicity evolution,” said Patricia Tomasini, marketing and content manager of Mixplay. “Our growth demonstrates that Spanish speaking users incorporates multimedia content as a new entertainment format that, unlike traditional media, allows users to decide the best time and place to consume it.”
Launched in May 2007, Mixplay offers an online forum for the distribution of in-house and third party audiovisual content in the region. It is backed by Microsoft and Intel. Ad revenue provides financial support for the website, allowing visitors subscription free access to the portal. Company executives plan Video On Demand (VOD) and Pay Per View (PPV) subscriptions and packages for the future.
Mate.ar recently recognized the company with an award for innovative technology and audiovisual content. More than 3,000 websites were considered as part of the awards process. Mixplay was recently redesigned with Microsoft Silverlight technology and now offers a new user inter phase format.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on December 10, 2008
Publicity poster for Nothing Like the Holidays – click on image to enlarge
Photos: Overture Films
Nothing Like the Holidays, a 90-minute feature in English about a Puerto Rican family in Chicago, opens this Friday December 12 in theaters nationwide. The film’s producers hope that if the movie is well liked Hollywood studios will increase their support of Latino-themed films and hire Latino writers in the future.
Overture Films owns the rights to the film and is responsible for its distribution. Directed by Alfredo de Villa and written by Rick Najera, Nothing Like the Holidays stars John Leguizamo, Debra Messing, Alfred Molina, Freddy Rodriguez and Elizabeth Peña.
Debra Messing, John Leguizamo, Elizabeth Peña, and Freddy Rodriguez
A scene from Nothing Like the Holidays
According to Internet sources, the film is a typical holiday comedy story with a couple of twists to make it current. Alfred Molina plays the patriarch and Elizabeth Peña plays the matriarch of the Rodriguez family. John Leguizamo plays the big brother married to an executive (Debra Messing).
His middle brother (Freddy Rodriguez) just returned from the war and hopes to get together with his former girlfriend (Melonie Diaz) who now has a new life. The brothers’ cousin (Luz Gusman) has an eating disorder and spends all her time talking about everyone’s life.
According to the company website, Overture Films, owned by Starz Media, produces, buys and distributes feature length movies. Starz Media is a subsidiary of Liberty Media Corporation and part of the Liberty Capital Group, a publicly traded company.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on December 9, 2008
Andria Macias-Castillo, executive director, ¡Adelante!
Photo: ¡Adelante!
Miller Lite will donate $40,000 for scholarships to the ¡Adelante! U.S. Education Leadership Fund in Texas. The donation will provide scholarships for Hispanic students 21 and older pursuing a secondary education.
“Latino college students have great potential to be successful in every aspect of their lives, but reaching that success can be challenging,” said Andria Macias-Castillo, executive director of ¡Adelante! “Miller Lite and ¡Adelante! are investing in our youth to develop Latino leaders for the future.”
Through the end of the year, participating Texas retailers will feature Miller Lite point-of-sale (POS) materials to create awareness of the Adelante! scholarships. The POS materials include a tear away form with information on how to apply for the ¡Adelante! scholarships.
According to Marcela Fajardo, MillerCoors trade marketing manager, SW Region, Miller Lite is a founding partner of ¡Adelante! and has contributed more than $2.2 million to support educational programming and scholarships since its inception in 1993. As part of the program, Miller Lite is reaching out to the Texas Latino community through local retailers to generate interest in the ¡Adelante! program.
“Miller Lite is committed to supporting the educational and leadership needs of the Hispanic community and ¡Adelante! partners with us by helping to prepare the next generation of Hispanic leaders,” said Fajardo.
Scholarship applications and criteria will be available on-line through the ¡Adelante! website, adelantefund.org. Full-time, undergraduate students 21 years of age and older with a minimum 3.0 grade point average are eligible to apply. The scholarship amounts will range from $1,000 to $1,500.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations book
The ¡Adelante! mission is “To inspire the best and brightest Latino college students to graduate and succeed through scholarships, internships and leadership development.” Every year, ¡Adelante!, based in San Antonio, Texas, provides 100 scholarships to Latino students across the country.
Since the inception of the program in 1993, all of the Miller funds were designated for scholarships, internships and leadership workshops. Miller was a founding sponsor of Adelante as part of its support of the Hispanic Association of Colleges and Universities (HACU).In 1999, ¡Adelante! became a non-profit 501C3.
Antonio R. Flores, Ph.D., president, Hispanic Association of Colleges and Universities in San Antonio, Texas chairs the ¡Adelante! board of directors. Other board members include: Louis Agnese, Ph.D., president, University of the Incarnate Word in San Antonio, Texas; José R. Ruano, manager, Multicultural Relations, Miller Brewing Company in Milwaukee, Wisconsin; Ron Acosta, secretary, Texas multicultural public relations manager, Texas Market Area – Miller Brewing Company in Dallas, Texas; Heriberto “Berto” Guerra, Jr., chief executive officer, Avanzar Interior Systems in San Antonio, Texas; Robert Ayala, manager, Strategic Communications, Dell Computers in Austin, Texas; and Beatriz Robinson, Ph.D., vice president, Planning and Enrollment, St. Thomas University in Miami, Florida.
According to promotional materials, Miller Lite’s parent company, MillerCoors, is the second largest beer company in America, capturing nearly 30 percent of U.S. beer sales. MillerCoors, a privately held company, is a joint venture of SABMiller plc and Molson Coors Brewing Company.
Although a company representative declined to share Hispanic market numbers, she indicated that “like most consumer product companies, the Hispanic market is a growing and important one for MillerCoors.” In relation to the number of Hispanic employees and board members at MillerCoors, the company representative indicated that “Employee numbers are proprietary, but creating a diverse workforce reflective of the market is a priority for MillerCoors.”
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on December 8, 2008
Reinaldo Padua, assistant vice president, Coca-Cola North America
Photo: Coca-Cola North America
A podcast interview with Reinaldo Padua, assistant vice president, Hispanic Marketing, Coca-Cola North America is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Reinaldo discusses effective marketing to Latinos and his company’s efforts to target United States Latinos with Elena del Valle, host of the HispanicMPR.com podcast.
He is responsible for leading the Hispanic marketing strategy and program execution for Coca-Cola North America. Reinaldo joined The Coca-Cola Company in his current capacity in January 2008.
Reinaldo started his marketing career at Procter & Gamble in marketing research. He has more than 12 years of experience in multicultural marketing, general marketing strategy, product management and market research in global consumer package goods and telecommunications.
Prior to joining Coca-Cola, he was a managing consultant for Wendy’s International, The Coca-Cola Company, and ConAgra Foods at Zyman Group. Prior to joining Zyman Group, he was senior marketing manager with BellSouth Corporation Internet Access Products. Before BellSouth, he was a category brand manager with Kraft Foods in Venezuela.
Born and raised in Venezuela, Reinaldo received an MBA degree from Duke University and bachelors degrees in Systems Engineering and Business Administration from the Universidad Metropolitana, where he was Class Valedictorian in 1994. He resides in Atlanta, Georgia.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Reinaldo Padua,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the December 2008 section of the podcast archive.
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on December 5, 2008
Buyology Truth and Lies About Why We Buy book cover
Photo of Lindstrom: MartinLindstrom.com
Martin Lindstrom, a branding specialist, spent three years and $7 million dollars researching people’s buying behavior. As part of his study, 2,000 volunteers in the United States and internationally discussed their reactions to ads, products, logos, and commercials. He shares his findings and addresses some commonly held beliefs in his new book, Buyology Truth and Lies About Why We Buy (Doubleday, $24.95).
The 240-page hardcover edition is divided into 11 chapters. Lindstrom believes that the better consumers understand their own buying behavior the more control they gain; and that this information is also helpful for vendors and manufacturers, allowing them to make products that truly appeal to buyers.
His study revealed that the health warnings on cigarette packages don’t discourage smoking; instead they cause some people to desire a smoke; some brands considered desirable, like iPods, increased mating instincts; people’s sense of touch, smell and sound can cause physical arousal when a shopper sees a product.
He and his team also believe that although subliminal advertising is banned it’s still prevalent. And, his findings indicate that some companies develop a ritual to boost interest in their product. At the same time, the adage that “sex sells” doesn’t seem to be true. For some shoppers ads with scantily dressed models and sexy body language can turn shoppers off.
Martin Lindstrom, author, Buyology
According to his website, Lindstrom is chief executive officer and chairman of the Linstrom company as well as chairman of Buyology Inc New York and Brand sense Agency London. He provides consulting services to executives at companies such as McDonald’s Corporation, Nestlé, Procter & Gamble, Microsoft, The Walt Disney Company, Unilever and GlaxoSmithKline. Every year, Lindstrom speaks to an audience of close to a million people.
Click here to buy Buyology: Truth and Lies About Why We Buy
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Filed Under: Books
Posted by Elena del Valle on December 3, 2008
By Luis Caballero
President, Matador Marketing Group
Luis Caballero, president, Matador Marketing Group
Photo: Matador Marketing Group
There once was a time, way back in the 80’s and early 90’s when a major national brand could just plant their flag in the middle of the Hispanic community in any form, TV, radio, whatever, the Latino Consumer Market would flock…in droves!
Not any more mi amigos!
Click here to read the complete article
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on December 2, 2008
Cutting the ribbon is Keith Killion, deputy mayor, Ridgewood, New Jersey, Laura Wellington, creator, The Wumblers and Doug Seiferling, president, Ridgewood Chamber of Commerce
Photos: Giddy Gander Company
On November 14, The Wumbler Patch, the first Wumblers retail store, opened its doors to the public in Ridgewood, New Jersey. Now fans of the cartoon program for children will be able to shop for the complete line of Wumbler product including plush, games, puzzles, DVDs, CDs, and apparel at the store. The new shop carries merchandise, made in China and the United States, for children three and older priced between $3 and $9.
The new store, designed to resemble a watermelon patch (in the cartoon program baby Wumblers are born from watermelon), marks the beginning of the roll out of Wumbler merchandise within larger retail stores across the country.
“Nothing like this has ever been done before,” said Laura J. Wellington, creator and chief executive officer, The Wumblers children’s brand. “But, now more than ever, we need to teach our children a better way. The Wumbler Patch is a means of doing so. It provides a fun place for children (and parents) to go in which to share an experience that positively impacts their community. This store goes beyond just selling merchandise. The store concept is very innovative and remains consistent with the grassroots emergence and initiative that founded the entire Wumbler brand. Positive change means getting at ‘the roots.’ Those ‘roots’ are our children!”
The Wumbler Patch, a television cartoon series, was developed to help teach children how to make the world a better place to live and grow. The Wumbler Patch store was designed to reinforce this original goal while offering a fun and engaging environment for children and their parents to shop.
The Wumblers is a television cartoon series.The Wumblers, multi-colored, bulbous-shaped characters, are the creation of Wellington, a preschool teacher, who also co-founded the Giddy Gander Company LLC.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids” audio recording
Posted by Elena del Valle on December 1, 2008
Aldo Quevedo, president, Dieste Dallas
Photo: Dieste
A podcast interview with Aldo Quevedo, president, Dieste Dallas is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Aldo discusses reinventing the Hispanic agency with Elena del Valle, host of the HispanicMPR.com podcast.
Aldo began his creative career in advertising in 1990 as a copywriter with Ogilvy & Mather Mexico. Starting in 1996, Aldo has helped establish Dieste as one of the leading agencies in the Hispanic market.
Several national and international award committees have recognized his work. He was the first Mexican to win a Cannes Lion and the Grand Award at the New York Festivals.
His work has received several Best of Show at the ADDY Awards, two Best of Show Awards at the Advertising Age Hispanic Awards, and several SOLES at the Festival Iberoamericano de Agencias de Publicidad in Buenos Aires, Argentina.
In 1999, 2000 and again in 2002, LatinSpots, an advertising industry magazine in Latin America, chose him as the top Hispanic Creative Director in the USA. In 2004, Aldo was inducted into the Hall of Achievement of the American Advertising Federation (AAF).
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Aldo Quevedo,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save it to disk. The podcast will remain listed in the December 2008 section of the podcast archive.
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
