"Interactive Food & Beverage Marketing" (PDF)

Multicultural Marketing in the Digital Age
Citations
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Interactive Food & Beverage Marketing | Appendix: Multicultural Marketing in the Digital Age
1 Quoted in Justin Anderson, “Multicultural Clicks In,” iMedia Connection, 25 July
2006, http://www.imediaconnection.com/content/10534.asp (viewed 12 Mar.
2007).
2 Felipe Korzenny, Betty Ann Korzenny, Holly McGavock, and Maria Gracia
Inglessis, “The Multicultural Marketing Equation: Media, Attitudes, Brands, and
Spending,” Center for Hispanic Marketing Communication, Florida State
University, 2006, p. 6, http://hmc.comm.fsu.edu/FSUAOLDMSMultiMktg.pdf
(viewed 12 Mar. 2007).
3 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2005,” p.
23, http://www.accesscag.com/pdf/Multicultural_Kids_2004.pdf (viewed 5 Apr.
2007).
4 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2005,” p.
4.
5 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2005,” p.
38.
6 “Client Examples,” Cultural Access Group,
http://www.accesscag.com/client_exmpls.htm (viewed 5 Apr. 2007). There is
major interest in reaching Hispanic teens for marketing and branding purposes.
See, for example, “The Wonderful and Lucrative Enigma of the Hispanic Teens” at
multicultural-focused ad agency Cheskin,
http://www.cheskin.com/view_articles.php?id=15 (viewed 6 Apr. 2007). The nowannual
“What Teens Want” conference includes a panel focused on Hispanic
Teens. “Program Announced for What Teens Want 2007,” press release, 2 Apr.
22007, Billboard Publicity Wire, http://billboardpublicitywire.com/releases/2007/
4/prweb515734.htm (viewed 6 Apr. 2007).
7 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2006,” p.
29, http://www.phoenixmi.com/prfiles/Multicultural_Kids_2006.pdf (viewed 6
Apr. 2007).
8 According to the report, sources of kids’ income include rewards for good
grades, child’s allowance, lunch money, gifts, earned money, and “other” spending
money. Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study
2006,” 32.
9 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2006,” p.
34.
10 Nickelodeon and Cultural Access Group, “U.S. Multicultural Kids Study 2006,”
p. 37. The “family Decision-Making Dynamic,” concludes the 2006 report, creates
the opportunity for “empowered” children to continually influence their parents
concerning a range of purchases. For an “in-person, full-day workshop” based on
the report, including “customized insights and actionable strategies,” Cultural
Access Group charges $18,000.
11 Interactive Advertising Bureau, “New IAB Hispanic Committee To Promote Value
Of Online Advertising In Reaching Hispanic Audience,” press release, 12 Jan.
2004, http://www.iab.net/news/pr_2004_1_12.asp (viewed 6 Apr. 2007).
12 IAB Hispanic Committee,
http://www.iab.net/comm/committee.asp?c=a0330000000rZZSAA2. VNY
Business Media, which operates such trade publications as Brandweek and
Adweek, publishes a yearly directory entitled “Multicultural Marketing in America:
The Directory of Agencies, Media and Brands in the Hispanic/Latino, African
American, Asian American and GLBT Markets.” The multicultural market for television
and online programming is routinely analyzed to determine the framework for
marketing and potential new content competition. As one market survey of the