Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Driving return on media investment with US Hispanics in the 21st century: The nativity-based view
Journal of Cultural Marketing Strategy,
8
(1),
93-111
(2023)
Abstract
Ever since the nativity-based view (NBV) was first introduced in 2015, business practitioners have been surprised to learn that there is a better way to target US Hispanics than by simply using Spanish-language media. This was a watershed moment for the US advertising and marketing industry — a paradigm shift that leading brands, advertising agencies and research companies did not see coming. Challenging the Hispanic marketing paradigm, the NBV proposes that nativity is more effective in driving media return on media investment than marketing to Hispanics in-language. To address recent concerns that the NBV, as a construct, lacks internal validity, this paper compares past NBV research spanning almost a decade versus 2023 data. This study continues to show that there are significant differences between US-born and foreign-born Hispanics on a number of dimensions, including demographics, language usage, media consumption and return on media investment. This new media model has strong implications for marketing to US Hispanics in the 21st century, providing brands and advertising agencies with a simple, and more effective model that has lived in the shadows of language-based marketing since the early 1990s. This paper suggests companies that follow the customer rather than the industry narrative are better positioned to win in an overwhelming US-born Hispanic marketplace.
Keywords: marketing; multicultural marketing; nativity-based view; nativity; media ROI; US Hispanics
The full article is available to subscribers to the journal.
Author's Biography
Jake Beniflah is the Executive Director of the Center for Multicultural Science and senior lecturer in the College of Business and Economics at California State University, Fullerton. He is a subject matter expert in marketing to Hispanics, acculturation, bilingual cognition and identity formation. He received his doctorate in business administration from Golden Gate University in 2010.
Adaluz J. Veloz , known as Julie Veloz, is the Executive Vice President of Employee Experience, Talent Acquisition and DEI at Ketchum, a leading global communications consultancy. With over 20 years’ experience in the field, Julie has been responsible for the strategic direction and execution of all aspects of talent management, employee engagement, culture, diversity, equity and inclusion. She is the founder of MasDeUna, a member of the Forbes Agency Council, a consultant for NASA’s Astrophysist DEI Consortium, a professor at Rider University and Omnicom’s AcentÓ Latino ERG Global Executive co-Leader.
Roxane Garzon is the Director of Communications Planning at Casanova McCann and a lecturer in the Communications Department of California State University, Fullerton. She has focused on the Hispanic media marketplace since 1993 but has worked in the field of advertising and media for 35 years. She is an alumnus of the California State University system, graduating with a BA in communications from San Jose State University in 1987.
