Stuart Elliott in today's New York Times On Advertising column uses the new commercials from the California Milk Processor Board to discuss broader trends in advertising to Hispanic consumers. [Links to ads available on the page link.]
The shift in the approach being taken in California is indicative of the evolution of campaigns aimed at Hispanic consumers, who now compose the country's largest minority group. Previously, most ads directed to Spanish-speakers stuck to traditional presentations and ideas; for example, the emphasis on family in the Latino culture led to zillions of commercials showing deliriously happy families seated around dinner tables as moms served the evening meals.
Now, as Hispanic advertising enters its second or perhaps third generation, more campaigns are taking a contemporary, even sophisticated tone, using humor and current events in place of old-school tactics and imagery.
"The Hispanic market is changing and acculturating and is not the monolithic market it was 10 years ago," says Steve James, chairman of the California Milk Processor Board, who is based in Los Angeles, where he is also general manager of a local company, Swiss Dairy.
For social marketers who create campaigns and programs aimed at this population group - no news. But for the many other readers who are contemplating or preparing for their first forays with Hispanics as a priority audience, a cautionary note - check your preconceptions at the door. Just as with any minority population (this is for the rest of you readers), segmentation is an approach to identify and address existing subgroups of the 'monolithic' population you think you are focusing on. And 'old' - a relative term these days - ways of thinking about audiences, methods to reach them and the appeals to use with them need to be revisited often (aka, audience research) and not looked up in some reference textbook.
Technorati Tags: Advertising, California Milk Processor Board, Hispanic Marketing
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