A new study conducted by Jack Morton Latino demonstrates the value of live events for marketers trying to reach US Hispanics, the nation's fastest-growing demographic.

The study demonstrates, among other things, that:

Now that The Brand Bubble has spelled out that most brands--and therefore their companies--are greatly overvalued by the financial markets, we find out that those on the inside do not have a clear idea of what their brands are worth, either.

Alcohol advertising is heavier around schools with 20 percent or more Hispanic students than near schools with a smaller Hispanic population, according to a new study from The University of Texas at Austin's College of Education and the University of Florida's College of Medicine.

Telemundo Communications Group announced a concept integration partnership with Chevrolet for the recently-premiered primetime novela, "El Rostro de Analia." The announcement was made by Jacqueline Hernández, Chief Operating Officer, Telemundo.

"Better for You" or healthier kid food products are the hottest battleground for food marketers nationwide. Yet, as in most battlegrounds, the field is overwhelmed with "dead soldiers," or "BFY" products that seemed great in the lab, on the PowerPoint, or in research exercises.

Consumers approach different categories of consumer packaged goods with different mindsets, and marketers that understand and leverage these can enhance their products' performance, according to a new study from The Nielsen Company.

Not all execs use methods they deem best.

How should we organize for digital marketing? I sometimes wonder how straight a question that really is. Recently, I was asked to help a friend consult with a CPG company that wanted to know this very thing.

he shift to Individualized Relationship Marketing (IRM) is one of the key preliminary findings from the Chief Marketing Officer (CMO) Council’s new thought leadership initiative, “Precision Promotion: Timely, Targeted and Trackable” sponsored by the InfoPrint Solutions Company, a joint venture between IBM and Ricoh. Using more personalized, relevant and precise customer communication is a key strategy marketers intend to leverage to achieve greater revenue and profitability from existing customers.

Years ago, preparing for a CPG brand pitch, the team sat around a table and thought of all the connections this particular brand could possibly have with its consumers.

My friend Nigel Hollis, chief global analyst at WPP's Millward Brown, an advertising research firm, invited friends to submit brand questions, and receive personal replies and insights in return.

Fewer product differences, a barrage of repetitious brand promises, and a marketplace “fish bowl” are fast making the customer “experience” the next frontier where the battle for the hearts, minds, and wallets of customers will be fought.

When marketers create campaigns targeted to a particular group of consumers, it is essential to understand the reference group(s) one uses for their consumer purchases. In the case of the Hispanic market, ascertaining the reference group used for various products can be difficult for “U.S. Hispanics who maintain cultural ties, but also live within the context of the U.S. mainstream culture”.

When making a purchasing decision, a person's cultural identity decides the outcome of the choice. A person can have multiple cultural identities, depending on the connections they have with people. Cultural identity is attained through reference groups and individuals whom they relate with, having certain traits in common.

Most email marketers have their customers segmented by various categories of behavior and personal characteristics, from age and gender to region and income.