Multicultural & Niche Marketing

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BabyCenter: Unlocking Your Brand's Potential

Suzanne Skop, vice president, advertising sales, BabyCenter, LLC, discussed how BabyCenter is the most trusted resource for new and expecting moms as a result of leveraging consumer insights in everything they do.

BabyCenter: Unlocking Your Brand's Potential

Suzanne Skop, vice president, advertising sales, BabyCenter, LLC, discussed how BabyCenter is the most trusted resource for new and expecting moms as a result of leveraging consumer insights in everything they do.

Consumer Segmentations: Simmons Auto-Motives

This study from Experian Simmons places U.S. adults into one of five mutually exclusive consumer segments based on their attitudes towards automobiles and driving.

Study Defines Eight Unique Mom Segments Across Multiple Generations

Melissa Lavigne-Delville, vice president, trends and strategic insights, NBCUniversal Integrated Media, presented findings from a recent study about the modern family that reveal eight unique mom segments and specific generational differences.

Study Defines Eight Unique Mom Segments Across Multiple Generations

Melissa Lavigne-Delville, vice president, trends and strategic insights, NBCUniversal Integrated Media, presented findings from a recent study about the modern family that reveal eight unique mom segments and specific generational differences.

Study Defines Eight Unique Mom Segments Across Multiple Generations

Melissa Lavigne-Delville, vice president, trends and strategic insights, NBCUniversal Integrated Media, presented findings from a recent study about the modern family that reveal eight unique mom segments and specific generational differences.

Hispanic Works: Five Reasons to Spend and Five Ways to Spend Well

Roberto Orci, chair of the Association of Hispanic Advertising Agencies (AHAA), discussed how marketers can sway any executive reluctant to make Hispanic marketing a business priority. He also shared results of a recent AHAA study that marks the first time that a direct correlation between overall Hispanic ad spending and a company's overall revenue has been found.

Hispanic Works: Five Reasons to Spend and Five Ways to Spend Well

Roberto Orci, chair of the Association of Hispanic Advertising Agencies (AHAA), discussed how marketers can sway any executive reluctant to make Hispanic marketing a business priority. He also shared results of a recent AHAA study that marks the first time that a direct correlation between overall Hispanic ad spending and a company's overall revenue has been found.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

PepsiCo: Marketing to the New Mainstream

Simon Lowden, chief marketing officer, Pepsi Bottling Company, PepsiCo, Inc., Javier Farfan, senior director, cultural branding, PepsiCo, Inc., and Salvador Padron, cultural insights, PepsiCo, Inc., discussed how Pepsi is moving from multicultural marketing to cultural branding to target the new mainstream consumer.

Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy

NBC Universal partnered with the Keller Fay Group in March 2010 to study how word-of-mouth impacts women on the path to purchase.

McCann: The Truth About Youth

McCann Worldgroup provides intriguing results from a recent study which sought to determine the motivations of youth around the world.

A Glimpse into the Online Behaviors of Women

This report from Mediative explores three distinct groups of female Internet users: young women, professionals, and digital moms.

Yahoo!: Ethnodynamics: Understanding the Principles to Multicultural Marketing

Yahoo! provides results from a research study undertaken in partnership with Mindshare and Added Value which seeks to help marketers understand the drivers of ethnic identity and the key considerations for brands when building a multicultural marketing plan.

Onsite Insight: Edward Gold

Edward C. Gold. Advertising Director at State Farm Insurance Companies at the 2012 ANA TV & Everything Video Forum Agenda speaks with Barry Garbarino, Senior Director of Marketing & Creative Director of the ANA, about current trends in video marketing.

Shopper Marketing: Connecting with Consumers at the Point of Purchase

This ANA Insight Brief explores radical new developments in shopper marketing. Learn about marketing from the other end of the funnel, social commerce, mobile coupons, and Google’s Zero Moment of Truth. Case studies from PepsiCo and Gap are also shared.

American Millennials: Deciphering the Enigma Generation

Written by contributors from the advertising agency, Barkley, this Insight Brief looks at the habits, interests, and attitudes of the Millennial generation (ages 16 to 34) and explores how marketers might best connect with this lucrative demographic.

Asian Marketing Best Practices

Nita Song, president, COO, IW Group, discussed the nuances of the Asian market, how to acquire the Asian customer, and the best way to keep them.

nuvoTV: The Bilingual, Bicultural Latino

Craig Geller, SVP of ad sales, nuvoTV, highlighted key research supporting the need to engage the bicultural Latino as a unique and growing demographic.

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