AHAA Total Market Benchmark Study: Advertisers Survey Preliminary Findings

November 4, 2013

Executive Summary

The AHAA Total Market Benchmark study examined the total market approach in order to generate best practices and success metrics. The AHAA: The Voice of Hispanic Marketing presented preliminary findings from the advertisers surveyed on total market programs aimed at the general market and diverse segments. Carlos Santiago, chair of AHAA research committee and president and chief strategist of Santiago Solutions Group, shared preliminary key findings from the survey, and then led a discussion between Lizette Williams, senior brand manager at Kimberly-Clark, and Roberto Orci, AHAA chair and chief executive officer of Acento Advertising.

View video highlights below.


“AHAA Total Market Benchmark Study: Advertisers Survey Preliminary Findings.” Carlos Santiago, Chair of AHAA Research Committee and President and Chief Strategist of Santiago Solutions Group; Lizette Williams, Senior Brand Manager at Kimberly-Clark Corporation; Roberto Orci, Chair of AHAA and Chief Executive Officer of Acento Advertising. ANA Multicultural and Diversity Conference, 11/04/13.

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