Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

A marketing puzzle in any language

Cultural fusion is becoming an increasingly typical demographic. According to
the U.S. Census Bureau, 1 in 5 U.S. adults ages 18 to 34 is Latino. Garcia and
Rodriguez are now among the top 10 most common surnames in the nation. At least
50,000 Latinos in the U.S. turn 18 each month, UCLA demographer Leo Estrada
estimates.

Media companies and advertisers are grappling with whether to
reach this growing audience in Spanish or English. Most efforts to date have
been focused on Spanish. But some believe that strategy misses the sweet spot
because it fails to recognize that the majority of Latinos living in the U.S.
are bilingual and speak predominantly in English, while at the same time
retaining their cultural roots.

~A

A marketing puzzle in any language – Los Angeles Times
Eighteen-year-old Brian Morales represents a growing segment of America that baffles advertisers, broadcast networks and cable channels.

The Santa Monica College freshman listens to Metallica and Linkin Park on his iPod. He also likes rock en español such as La Ley and Mana. His favorite TV show is the sci-fi drama “Heroes” on NBC and he tunes in to Univision to watch news and soccer with his dad. He’s equally at ease in English and Spanish.

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Filed under: advertising, Consumer, Hispanics, living target

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