http://www.cheskin.com/blog/perspectives/ en-us http://www.cheskin.com/blog/blog/archives/000830.html By Vivian Fong, Graduate Student of Hispanic Marketing Communication, Florida State University Dora la Exploradora, or Dora the Explorer is an animated television series for preschool-age children that is broadcasted on Nickelodeon in the United States. It is based on a 7-year old Hispanic or Latina character and her friends.... Hispanic Markets Felipe Korzenny 2006-05-07T07:06:14-08:00 http://www.cheskin.com/blog/blog/archives/000818.html By Javier Rosado, Doctoral Student, Florida State University Javipr19@hotmail.com Subjectivity is at the center of marketing and cultural subjectivity is at the core of cross-cultural marketing (Korzenny & Korzenny 2005). The importance of understanding subjective aspects of a culture can not be overstated when considering marketing strategies that are aimed... Hispanic Markets Felipe Korzenny 2006-04-11T08:27:14-08:00 http://www.cheskin.com/blog/blog/archives/000813.html By Rose Carbonell, Graduate Student of Hispanic Marketing Communication at Florida State University "I don't have everything I love, but I love everything I have". It might sound like a romantic quote, but when my Venezuelan friend used this phrase, she was trying to explain to me what money represents... Hispanic Markets Felipe Korzenny 2006-03-23T14:14:52-08:00 http://www.cheskin.com/blog/blog/archives/000805.html It has been seen throughout history that every human being needs a sense of belongingness in the society. Society as a whole is a complex set of different groups in which people associate themselves to use as a reference. Therefore, people tend to identify themselves with these groups according to... Hispanic Markets Felipe Korzenny 2006-03-02T11:05:02-08:00 http://www.cheskin.com/blog/blog/archives/000784.html The usual first reaction on the part of marketers is to think of a line extension, or a new brand to reach out to Hispanic consumers. They seem to feel that Hispanics would naturally relate more to a brand that has some more familiar ring to it. For example The... Hispanic Markets Felipe Korzenny 2006-01-19T13:36:55-08:00 http://www.cheskin.com/blog/blog/archives/000729.html Felipe Korzenny, Cheskin Co-Founder and Director for the Center for Hispanic Marketing Communication at FSU, and Betty Ann Korzenny, Former Cheskin Principal and Associate Director of the same Center at FSU, just published "Hispanic Marketing: A Cultural Perspective." Stephen Palacios, Maria Flores Letelier, and Adrien Lanusse Lopez also of Cheskin... Hispanic Markets Felipe Korzenny 2005-08-28T07:08:06-08:00 http://www.cheskin.com/blog/blog/archives/000726.html In 1980 there were about 10 million Hispanics in the US according to the US Census Bureau. In 1990 there were about 23 million, and 35.4 million in 2000. US Census Bureau estimates for July 2003 indicated that US Hispanics were about 40 million people. The explosive growth over the... Hispanic Markets Felipe Korzenny 2005-08-09T10:59:56-08:00 http://www.cheskin.com/blog/blog/archives/000722.html Very often I get phone calls from friends and colleagues in the advertising and marketing industry asking if I know of someone that can manage an advertising account from a Hispanic perspective, or if I know a brand manager that can manage a brand directed to Hispanics. There is great... Hispanic Markets Felipe Korzenny 2005-07-28T11:21:15-08:00 http://www.cheskin.com/blog/blog/archives/000614.html Being Hispanic in the United States was not "cool" in the 50's, 60's, and 70's. We were punished for speaking Spanish in school, and looked down upon for speaking Spanish at work or almost anywhere. There was a stigma associated with being different and poor. Marketers could not see any... Hispanic Markets Felipe Korzenny 2005-02-08T11:07:04-08:00 http://www.cheskin.com/blog/blog/archives/000516.html Maria Hernandez arrived in the US 15 years ago when she was 20 years old. She came illegally from Mexico to join her boyfriend, Juan, who had preceded her. He came 2 years earlier and learned a lot about how to live in the US. Juan taught Maria much about... Hispanic Markets Felipe Korzenny 2004-10-11T11:02:29-08:00 http://www.cheskin.com/blog/blog/archives/000474.html It is instinctive and natural but at the same time naïve for many marketers to assume that translating marketing communications is the course of action when approaching the US Hispanic market. Several faulty premises contribute to this line of reasoning: 1. Language is the main issue when communicating with Hispanics... Hispanic Markets Felipe Korzenny 2004-08-12T12:53:37-08:00 http://www.cheskin.com/blog/blog/archives/000419.html The diversification of the US workforce is a challenge with multiple facets. One of the most important issues facing the diverse workforce is the co-orientation of attitudes, beliefs, and expectations on the part of at least three constituencies: Employers, Employees from one culture, Employees from other cultures.... Hispanic Markets Felipe Korzenny 2004-06-28T08:38:54-08:00 http://www.cheskin.com/blog/blog/archives/000374.html This coming June 10 and 11 the Strategic Research Institute will hold its 5th Annual US Hispanic Market Boom Conference at the Hyatt Regency Hotel in Los Angeles. In my opinion this will be an important conference because it will gather eminent speakers like Hector Orci from La Agencia de... Hispanic Markets Felipe Korzenny 2004-05-12T14:33:27-08:00 http://www.cheskin.com/blog/blog/archives/000341.html "The right spend,” “the right investment,” or perhaps the expression “the right reach” is more suggestive. The question is “what is the right investment in Hispanic integrated marketing and communication efforts to effectively reach the Hispanic market?”... Hispanic Markets Felipe Korzenny 2004-05-06T11:44:30-08:00 http://www.cheskin.com/blog/blog/archives/000241.html Calle 8 in Miami, Fiesta Broadway in Los Angeles, The Puerto Rican Day Parade in New York, and Cinco de Mayo in most major Hispanic markets are just some of the many Hispanic local celebrations and events that take place every year. They constitute Hispanic community recognition, acceptance, and commemoration.... Hispanic Markets Felipe Korzenny 2004-03-31T11:26:04-08:00