We aren't trying to pick on Stuart Elliott, advertising columnist at the New York Times, but we noticed an interesting headline, in Tuesday, Feb. 21st's column, Marketing Budgets Rise for Some Giants.
For the most part, the article discusses how much more money some consumer products companies will be spending in 2012 on advertising of all types. Most of our authors who are experts in marketing and market research would tell you that money spent on advertising in social media, print media, on television and radio is not marketing. Marketing and market research is what should come before advertising spending decisions are made, and after the advertising money has been spent to see if the campaigns were effective.
What seems to be a problem is that companies and journalists (especially headline writers) often confuse advertising and marketing, assuming they are one and the same. Companies may budget for marketing when what they are really doing is budgeting for advertising without getting the fundamental research they need to make the best decisions about how to spend their advertising dollars.
M. Isabel Valdes and the experts who collaborated with her on the book, WIN! the Hispanic Market argue that too little is spent on market research about Hispanics to validate advertising decisions. They also say that much of the Hispanic market passes through the "leaky bucket," with companies not aware of the actual size of the market, again because inadequate resources are allocated to gathering the data needed.
Similarly, in her forthcoming book, Black Still Matters in Marketing, Pepper Miller says that much of the research conducted on Blacks is not relevant because researchers don't bother to go where Black consumers are.
It would be helpful if the terms advertising and marketing were not used interchangeably in the C-suite and the boardroom. Then executives would be able to better understand what their dollars are going for and why they are sometimes not being spent effectively.
Showing posts with label Blacks. Show all posts
Showing posts with label Blacks. Show all posts
Wednesday, February 22, 2012
Friday, January 6, 2012
Our authors have much to teach us
On a very personal note: The multicultural titles we publish at Paramount Market Publishing are usually written by members of the segment they are writing about, whether they refer to themselves as Hispanic, Latino, Black, or African-American.
As a White editor, who grew up in a largely Caucasian environment, I find myself profoundly grateful for the insights these authors provide for us. This is especially important in the multicultural world that is now the United States.
Although some people are extraordinarily uncomfortable with the U.S. as a multicultural society, what we learn from our authors is that the values of other ethnic and racial groups are, for the most part, similar to our own. They believe in the importance of respecting each other and other cultures. They want their children to have a good education and find opportunities for advancement in our world.
They love their families and want the best for them. And, they want the media to respect their cultures and share good news about their groups as well as the disappointments.
And, they provide these insights in their books in an authentic, non-judgemental way. They don't whine and complain about the treatment they receive by some other members of our society, but they also don't shy away from topics such as racism that hold them back from their dreams and aspirations.
Coming up in the first quarter of this year, we have some exceptional books from two of our bestselling authors, M. Isabel Valdes and Pepper Miller. You won't want to miss them. And in the second quarter, we'll hear from two new (to us) authors, Teneshia Jackson-Warner and Jeff Burns Jr.
More about the subjects covered by those new authors later. But in the meantime, take advantage of what you can learn from all of our multicultural authors by going here.
As a White editor, who grew up in a largely Caucasian environment, I find myself profoundly grateful for the insights these authors provide for us. This is especially important in the multicultural world that is now the United States.
Although some people are extraordinarily uncomfortable with the U.S. as a multicultural society, what we learn from our authors is that the values of other ethnic and racial groups are, for the most part, similar to our own. They believe in the importance of respecting each other and other cultures. They want their children to have a good education and find opportunities for advancement in our world.
They love their families and want the best for them. And, they want the media to respect their cultures and share good news about their groups as well as the disappointments.
And, they provide these insights in their books in an authentic, non-judgemental way. They don't whine and complain about the treatment they receive by some other members of our society, but they also don't shy away from topics such as racism that hold them back from their dreams and aspirations.
Coming up in the first quarter of this year, we have some exceptional books from two of our bestselling authors, M. Isabel Valdes and Pepper Miller. You won't want to miss them. And in the second quarter, we'll hear from two new (to us) authors, Teneshia Jackson-Warner and Jeff Burns Jr.
More about the subjects covered by those new authors later. But in the meantime, take advantage of what you can learn from all of our multicultural authors by going here.
Tuesday, August 9, 2011
Hispanic language wars
David Morse, author of Multicultural Intelligence: Eight Make or Break Rules for Marketing to Race, Ethnicity, and Sexual Orientation, blogs about the new Census findings and the two sides of the argument for and against using Spanish language in advertising. You can read the entire post here.
More about David's book can be found here.
More about David's book can be found here.
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