Hispanic marketers have finally gotten their long-awaited paradigm shift.
In the December issue of HispanicBusiness, I introduced the concept of the Hispanic Marketing Paradigm, a strategic framework created by U.S. marketers that has helped define Hispanic marketing for over thirty years. At the center of this framework is the belief that Hispanics are culturally and linguistically different from the Anglo population, and that these differences are effective drivers for the Hispanic marketing industry.
On September 20, 2006, the Association of Hispanic Advertising Agencies (AHAA) unveiled a new business model challenging the conventional way of thinking about Hispanic marketing. Carl Kravetz, the current Chair of AHAA, had this to say, “We have allowed the Hispanic advertising industry to be dragged into a Spanish versus English debate … and can no longer allow language—the Spanish language to be precise—to be the primary reason to market to Hispanics.”
Language alone, so it seems…
View original post 632 more words
Hispanic Market Research 