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Contact Information: P.O. Box 3062664 Tallahassee, FL 32306-2664 Phone: 850-583-0378 |
Related websites: AMA Berry Book Prize Top Six Finalist for Best 2006 Marketing Book
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Felipe
Korzenny, Ph.D.
EDUCATION
M.A.
B.A.
Universidad Iberoamericana, Mexico City, Mexico, July, 1973. Major: Advertising;
Minor: Television Production.
AREAS OF SPECIALIZATION
·
Marketing and Market Research
·
Advertising Account Planning and Research
·
Hispanic Marketing
·
Multicultural Marketing
·
Integrated Marketing Communication
·
Intercultural Communication
·
Communication of Innovations: Ideas, Practices,
Products
·
Research Methods in Communication
·
Effects of Mass Communication
·
Communication in Organizations
PROFESSIONAL EXPERIENCE
Professor of Communication,
Advertising and Integrated Marketing
Communication, Director
of the Center for Hispanic Marketing Communication at
Principal and Co-Founder,
Cheskin, 1999 – 2003.
President & CEO, Hispanic & Asian
Marketing Communication Research, 1987 - 1999.
President, SuperDatos
de México, 1992 – 2003.
Professor of Communication,
Department of Speech and Communication Studies,
Coordinator of Graduate
Studies, Department of Speech and Communication Studies,
Associate Professor of
Communication, Department of Communication,
Director of Research and Development, Comunicología Aplicada de México,
México City. 1981-1982 (while on leave from
Assistant Professor of
Communication, Department of Communication,
Consultant to National and International
Organizations in the areas of Marketing, Hispanic Marketing and Communications,
Development Communication, and Intercultural Training and Research,.
1976-present.
Professor of Advertising
and Photography, Universidad Iberoamericana,
Account Executive, Manager,
and Manager of Production at three advertising Agencies in
TEACHING EXPERIENCE
Principal Courses Taught
Hispanic Marketing Communication
Account Planning
Integrated Marketing Communication
Multicultural
Marketing Communication
Advertising Campaign Design
Communication of Innovations and Change
Cross-Cultural/Intercultural
Communication
Effects of Mass
Communication
Research Methods
Human Communication and New Technologies
Intracultural Communication
Introduction to Human
Communication/Fundamentals
PhotographyPublic Speaking
Quantitative Strategies in Communication
Research
Re-Entry Transition Management Communication
Workshops for the Agency for International Development
The Role of Media Technologies in Development
ADVISING AND MENTORING
At
Florida State University, Michigan State University, and at San Francisco State
University have advised multiple students, both graduate and undergraduate,
every year. Served as committee member and/or chair and/or
thesis/dissertation director of many Master and Doctoral students.
Mentored
over 50 researchers at Hispanic & Asian Marketing Communication Research
and at Cheskin (1991 – 2003) in the areas of research design and execution and
in marketing strategy.
Received an Outstanding Mentor Award from San Francisco
State University in 1989.
Lucinda Watson, a former advisee, dedicated her book:
How They Achieved to Felipe Korzenny as her
"best mentor."
BOOKS, MONOGRAPHS, & REPORTS
Jerome D. Williams, Rajeev
Batra, Felipe Korzenny, Wendy Moe, and David Stewart. 2010
Census Integrated Communications Campaign, Academic Assessment Panel Final
Report. US Census Bureau, September 8, 2009.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2009.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2008.
With Betty Ann Korzenny,
and the collaboration of Madhurima Sarkar and senior researchers at DMS
Research, Online
Technology Ownership: Report # 2 of the
Multicultural Marketing Equation Series 2007. A study of the Florida State University
Center for Hispanic Marketing Communication and DMS Research (An AOL LLC
Company). March 2008.
With Betty Ann Korzenny,
and the collaboration of Madhurima Sarkar and senior researchers at DMS
Research, Old and New
Media: Report # 1 of the Multicultural
Marketing Equation Series 2007. A
study of the Florida State University Center for Hispanic Marketing
Communication and DMS Research (An AOL LLC Company). September 2007.
with Betty Ann Korzenny,
Holly McGavock, and Maria Gracia Inglessis, The Multicultural Marketing
Equation: Media, Attitudes, Brands and
Spending. A study of the Florida
State University Center for Hispanic Marketing Communication and AOL/DMS.
September 2006.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2007.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2006.
with Betty Ann Korzenny, Hispanic Marketing: A Cultural Perspective.
primary contributor to the
Yankelovich MONITOR Multicultural Marketing
Study 2005.
primary contributor to the Yankelovich MONITOR Multicultural Marketing
Study 2003, a study conducted witht he collaboration of Cheskin and Images
USA
primary contributor to the Yankelovich/Cheskin
2002 Hispanic MONITOR.
with Stella Ting-Toomey
(Eds.). Effects of the Media
Across Cultures. International and Intercultural
Communication Annual, SCA, Vol. XVI.
with Stella Ting-Toomey
(Eds.). Interpersonal
Communication Across Cultures. International and
Intercultural Communication Annual, SCA, Vol. XV.
with Stella Ting-Toomey
(Eds.). Communicating for
Peace: Diplomacy and Negotiation International
and Intercultural Communication Annual, SCA, Vol. XIV.
with Stella Ting-Toomey
(Eds.). Language,
Communication, and Culture. International and
Intercultural Communication Annual, SCA, Vol. XIII.
with Bradley S. Greenberg,
Michael Burgoon, and Judee Burgoon. Mexican
Americans and the Mass Media.
BOOK CHAPTERS
Carlos Valdez, Felipe
Korzenny, and Holly McGavock. Testing Key Hypotheses About The US Hispanic
Consumer Behavior: Marketing Assumptions Or Reality? In Michael B. Hinner (ed).
The Interface of Business and Culture.
Frankfurt am Main: Peter Lang, Europaischer Verlag der Wissenschaften, Vol. 7,
2010, pp. 317 - 340.
Segmenting Hispanics: The
Next Iteration. In Hispanic Marketer’s
Guide to Cable, 2008 Edition. N.Y.:
Cabletelevision Advertising Bureau, 2008, pp. 74 – 75.
With Maria Gracia
Inglessis, Hispanic Ad Agencies: Taking the Pulse of Their Market. In Michael B. Hinner (ed), The Influence of Culture in the World of
Business. Frankfurt am Main: Peter
Lang, Europaischer Verlag der Wissenschaften, Vol. 4, 2007, pp 435 – 442.
To Translate Or Not to
Translate, That is the Nagging Problem!
In Michael B. Hinner (ed.), Introduction
to Business Communication. Frankfurt
am
With Betty Ann Korzenny,
A Psycho-Socio-Cultural Approach to Hispanic Market Research in the
Relevance and Application
of Intercultural Communication Theory and Research. In Samovar, Larry A.
and Porter, Richard E. Intercultural Communication: A Reader (6th
Ed.).
with Peter Yaple,
Mass Communication Across Cultures, in
with Betty Ann Korzenny,
Quantitative Research in Intercultural Communication, in W. B. Gudykunst
and Y. Y. Kim (Eds.), Methods for Intercultural Communication Research. International
and Intercultural Communication Annual, SCA, Vol. VIII.
Communication and Problem
Solving Across Cultures, in Gary Althen, (Ed.), Learning Across Cultures.
with Betty Ann Griffis,
Education in Intercultural Training, in D.R. Barker (ed.), Handbook for
Intercultural Trainers,
with Bradley S. Greenberg
and Charles K. Atkin, Trends in the Portrayal of the Elderly, in B.S. Greenberg
(Ed.), Life on Television, Ch. 3.
with Bradley S. Greenberg,
Nadyne Edison, Carlos Fernandez-Collado, and Charles K. Atkin, Antisocial and
Prosocial Behaviors on Television, in in B.S. Greenberg (Ed.), Life on
with Bradley S. Greenberg,
David Graef, Carlos FernandezCollado, and Charles K. Atkin, Sexual
Intimacy on Commercial Television During Prime time, in B.S. Greenberg (Ed.), Life
on Television, Ch. 9.
with Bradley S. Greenberg,
Carlos Fernandez-Collado, David Graef, and Charles K. Atkin, Trends in the Use
of Alcohol and Other Substances on Television, in B.S. Greenberg (Ed.), Life
on Television, Ch. 10.
with Bradley S. Greenberg
and Charles K. Atkin, Styles of Parental Disciplinary Practices as a
Mediator of Children's Learning From Antisocial Television Portrayals, in D.
Nimmo (Ed.s), Communication Yearbook 3.
JOURNAL/TRADE PUBLICATION ARTICLES
Lee Vann and Felipe Korzenny. A
Year Of Social Media Marketing. MediaPost, Thursday, December 10, 2009.
Felipe Korzenny and Lee Vann. Tapping Into
Their Connections: The Multicultural World of Social Media Marketing.
Quirk’s Marketing Research Review, Volume XXIII, Number 6, June 2009, pp. 48 –
51.
Li-Shiue Gau and Felipe Korzenny. An Examination of Values Associated with
Sports Attitude and Consumption Behavior: An Exploratory Study. Journal
of Social Behavior and Personality, Volume 37, No. 3, 2009, pp. 299 – 306.
Maria Gracia Inglessis, Holly McGavock, and Felipe
Korzenny. Hispanic TV Advertising, Where
did all the Mariachis Go? Journal
of Spanish Language Media, Volume 2, 2009, pp. 3 – 19.
Multicultural Marketing and the Reasons Why. Journal
of Advertising Research, Volume 48, No. 2, June 2008, pp. 173 – 176.
Segmenting Hispanics for Marketing. Guest
Editorial in Today's Grocer, Vol. 50, No. 12, August 2006, p. 1B and 7B.
Evolving Views of the
Hispanic Consumers and
Hispanic Media Evolve. Guest Editorial in Today's Grocer, Vol. 48,
Number 12, August 2004, pp. 1C and 9C.
The Hispanic Grocery Store
Experience. Guest Editorial in Today's Grocer, Vol. 47,
Number 12, August 2003, p. 3G.
Hispanic and Entertainment:
Insights for Culturally Relevant Marketing. Hispanics Today, a
publication of the Hispanic Association on Corporate
Responsibility. April 2003, pp. 93-98.
Key to Reaching Hispanics:
Word of Mouth, Door-to-door, and Network Marketing, in the special
marketing section of the March/April 2003 issue of Minorities in Business
Magazine.
Tendencies in a Future
Without Wires, Latino Business Association Journal, Fall 2001
Location, Location,
Location! Latino Business Association Journal, Summer 2001
The Brave New World of 3G,
Latino Business Association Journal, Spring 2001
with Lyle Personette and
Denise Klarquist, The Digital World of the US Hispanic II, Cheskin publication,
January 2001.
E-Commerce and Gap, Latino
Business Association Journal, Fall 2000
Predicting the
Future: Hispanic Business Opportunities in a Technology Driven World,
Latino Business Association Journal, July/August 2000
The Digital Hispanic World,
Latino Business Association Journal, June 2000
Hispanic Business
Challenges and Opportunities For The New Millennium, Hispanic Business Journal,
January 2000.
with Betty Ann Korzenny,
Ph.D., Rebecca Abravanel, Ph.D., and Adrien Lopez Lanusse, Spanish-language
Advertising Boosts Loyalty. Quirk’s Marketing Research Review, January
1996.
with Joyce McLure and
Barbara Rzyttki, Ethnicity, Communication, and Drugs. Journal of
Drug Issues, Volume 20, No. 1, Winter 1990, pp. 87-98.
with Patricia
Dollinger, Stranger Ethnicity and Communication.
with Mike Durance,
Focus Groups for Translation Equivalence Among Hispanics. Marketing
News, September, 1989.
with Wanda del Toro and
James Gaudino, International News Media Exposure, Knowledge, and
Attitudes, Journal of Broadcasting and Electronic Media, Vol. 31,
No. 1, Winter 1987, pp 73-87.
with Betty Ann Korzenny and
Gema Lopez Montes de Opitz, Mass Communications in México, Studies In
Latin American Popular Culture, Vol. 6, 1987, pp. 197-216.
with Milton J. Shatzer and
Betty Ann Griffis-Korzenny, Adolescents Viewing Shogun: Cognitive and
Attitudinal Effects. Journal of Broadcasting and Electronic Media,
Vol. 29, No. 3, Summer 1985, pp. 341-346.
with Betty Ann G. Korzenny
and Gilda Sánchez de Rota, Women's Communication in Mexican
Organizations. Sex Roles: A Journal of Research, Vol. 12, Nos.
7/8, April 1985, pp. 867-876.
with George B. Armstrong and Tatiana Galván, Para Comunicar la
Planificación Familiar: El Caso de México. Cuadernos
de Comunicacion, Edición Anual, No. 94, Diciembre 1984, pp. 60-68.
with George B. Armstrong
and Tatiana Galván, Mass Communication, Cosmopolite Channels and Family
Planning Knowledge, Attitudes and Practice Among Rural Villagers in
México. Development and Change, Vol. 14, 1983, pp. 237-253.
with Kimberly A.
Neuendorf, The Perceived Reality of Television and Aggressive
Predispositions Among Children in México. International Journal
of Intercultural Relations, Vol. 7, 1983, pp. 33-51.
with Kimberly Neuendorf,
Michael Burgoon, Judee K. Burgoon, and Bradley S. Greenberg, Cultural
Identification as a Predictor of Content Preferences of Hispanics. Journalism
Quarterly, Vol. 60, No. 4, Winter 1983, pp. 477-485
with Carrie Heeter, Bradley
S. Greenberg, Bradley E. Mendelson, Judee K. Burgoon and Michael Burgoon,
Cross Media Coverage of Local Hispanic American News. Journal of
Broadcasting, Vol. 27, No. 4, Fall 1983, pp.395-402.
with Bradley S. Greenberg,
Carrie Heeter, Judee K. Burgoon, and Michael Burgoon, Local
Newspaper Coverage of Mexican Americans. Journalism Quarterly, Vol. 60, No.
4, Winter 1983, pp.
with Betty Ann Korzenny, Mujeres en Comunicación: Teoría e
Investigación. Chasqui, (CIESPAL) Julio, Agosto,
Septiembre, 1982, Número 4, pp. 12-17.
La Comunicación y la Resolución de Problemas Interculturales, Cuadernos
de Comunicación, No. 78, Febrero 1982, pp.13-24.
with Betty Ann Griffis,
Bradley S. Greenberg, Judee Burgoon, and Michael Burgoon, Los contextos
comunicativos hispanos en
with Betty Ann Griffis and
Patricia Cannon, Overall 1980 SIETAR Conference Evaluation. International
Journal of Intercultural Relations, Vol. 4, 1980, pp. vii-xi.
with Kimberly Neuendorf,
Television Viewing and Self-Concept of the Elderly. Journal of
Communication, Vol. 30, No. 1, Winter 1980, pp. 71-80.
with Bradley S. Greenberg,
David Graef, Carlos Fernandez-Collado, and Charles K. Atkin, Sexual
Intimacy on Commercial Television During Prime Time. Journalism
Quarterly, Vol. 57, No. 2, Summer 1980, pp. 211-215.
with Bradley S. Greenberg
and Charles K. Atkin, Control de los Paders sobre los niños que ven
televisión. Cuadernos de Comunicación, Año 6, números 62-63,
agosto-septiembre 1980, pp. 35-44.
with Nicky Stoyanoff,
with Charles K. Atkin,
Bradley S. Greenberg, and Steven McDermott, Data Relating to the
Selective Exposure Hypothesis: Evidence from Entertainment Program
Selection. Journal of Broadcasting, Vol. 23, No. 1, Winter 1979,
pp. 5-13.
with Bradley S. Greenberg
and Charles K. Atkin, Trends in the Portrayal of the Aging on Commercial
Television. Research on Aging, Vol. 1, No. 3, Sept., 1979, pp.
319-334.
with Bradley S. Greenberg,
Carlos Fernandez-Collado, David Graef, and Charles K. Atkin, Trends in
Use of Alcohol and Other Substances on Television. Journal of Drug
Education, Vol. 9, No. 3, 1979, pp.243-253.
with Bradley S. Greenberg,
David Graef, Carlos Fernandez-Collado, and Charles K. Atkin, Sexualidad
en la TV norteamericana. Cuadernos de
Comunicación, No. 51, septiembre 1979,
pp. 25-32.
Teoría de la proximidad electrónica. Cuadernos de Comunicación, No.
41, noviembre, 1978
with Richard V.
Farace, Communication Networks and Social Change in Developing
Countries. International and Intercultural Communication Annual,
Speech Communication Association, Vol. IV, 1978, pp. 69-94.
with Carlos
Fernandez-Collado, Bradley S. Greenberg, and Charles K. Atkin, Sexual
Intimacy and Drug Use in TV Series. Journal of Communication, Vol.
28, No. 3, Summer 1978, pp. 30-37.
DISSERTATION AND THESES
Styles of Parent-Child
Interaction as a Mediating Factor in Children's Learning from Antisocial
Television Portrayals. Ph. D. Dissertation,
The Perceived Reality of
Television and Aggressive Predispositions Among Children in
A Comparison of Direct
Reinforcement and Positive and Negative Communication in Promoting Tooth Brushing
Behavior in Children. B.A. Thesis, Universidad Iberoamericana, México,
D.F., México, 1973.
BOOK REVIEWS
Interethnic
Communication: Current Research. International and Intercultural
Communication Annual, Volume X. Young Yun Kim (Ed.).
Recognition and Respect,
Critical Review of: Black Families and the Medium of Television edited
by Anthony W. Jackson.
Diffusion
of Innovations (Third Edition) by
Cultural
Autonomy in Global Communications by Cees J. Hamelink.
Radio for
Education and Development, by Dean T. Jamison and Emile G. Mc
CONFERENCE AND PAPER
PRESENTATIONS
Ron Goldsmith, Leisa R Flynn,
and Felipe Korzenny. Brand Engagement
and Consumer Innovativeness. To be presented at the 2010 Annual Meeting of
the Association of Marketing Theory And Practice, Hilton Head, South Carolina
March 25 – 27, 2010.
Engaging the Latino/Hispanic Consumer in Today’s Market: Better &
Best Practices. Presentation to the Brown-Forman Latino Employee Resource Group
(COPA), Louisville, Kentucky, December 4, 2009.
Importance & Influence of Hispanics on The US Overall Marketplace:
Trends to Watch. Presented at The Hispanic Achievement & Business Leadership Awards
Ceremony, Atlanta, Georgia, October 15, 2009.
Culturally Informed Strategy Based on Grounded Research: Properly Planned and Executed Market Research
with US Hispanics – From Focus Groups to Segmentation. Presented to the American Marketing Association
2009 Hot Topic Series Seminars on Hispanic Marketing in Los Angeles, CA on May
14, 2009, and in Chicago, Illinois on June 9, 2009.
The Evolution of Hispanic Marketing and What’s Ahead: Implications for
Corporate America. Presented to the American
Marketing Association 2009 Hot Topic Series Seminars on Hispanic Marketing in
Los Angeles, CA on May 14, 2009, and in Chicago, Illinois on June 9, 2009.
Overview of Trends in the US Hispanic Market. Presented at the ESPN Town Hall on the US
Hispanic Sports Fan, New Haven, Connecticut, December 3, 2008.
Marketing to Hispanics: One Culture Uniting Many People. Presented to the Credit and Collections Symposium
of the Americas, Miami, Florida, October 28, 2008.
Multiculturalism: Catching Up with the Future of
Marketing. Presented to the Legal
Referral Information Services Workshop of the American Bar Association,
Anaheim, California, October 18, 2008.
La oportunidad del mercado
hispano de EU. Presented to the Seminario
Univisión, Mexico City, October 1, 2008.
Hispanic Audience Segmentation:
The Complexities of Acculturation. Presented
at the Ad: Tech Miami Conference. Miami
Conference Center, Miami Florida, June 3, 2008.
The Brave New World of an Emerging Diverse Online Majority. Presented to the 14th Annual Marketing to US Hispanics and Latin America
conference of the Strategic Research Institute, Coral Gables,
Florida, January 29, 2008
Gau, L. S., & Korzenny,
F. (2007). Exploration of the values
associated with spectator sport consumption. (運動觀賞消費相關的價值觀探討). 2007 Sports, Health, and
Leisure Academic Conference, Kaohsiung County, Taiwan. (2007運動健康與休閒 學術研討會), Cheng Shiu University,
December 22, 2007. 九十六年十二月二十二日. 正修科技大學.
The US Hispanic Market: Evolution, Language, and Emergent Media
Behaviors.
Keynote presentation at the University of North Texas conference on Spanish
Language Media, Denton, Texas, Nov. 8-10, 2007.
The New Hispanic Consumer. Presented
at the Hispanic Advisory Council of the President of Clorox, October 10, 2007.
Chen, Y., Gau, L., &
Korzenny, F. The effects of the Internet
and electronic games on the ethnic identity and self-expression of young adults.
Paper presented at the Association of Internet Researchers Conference,
Vancouver, Canada, October 18-20, 2007.
Gau, L. S. & Korzenny,
F. A
model examining the relationship between Hofstede’s cultural dimensions and
sport attitudes and team identification. Presented in the 22nd Annual
Conference of the North American Society for Sport Management, Ft. Lauderdale,
Florida, May 30-June 2, 2007.
The Multicultural Marketing Equation, Presentation to the Blue Cross Blue Shield
of Florida 2007 Diversity Leaders Conference and Luncheon, Jacksonville,
Florida, May 18, 2007.
The Evolving Hispanic Marketing Opportunity. 1st Wednesday Presentation to General Mills
International, Minneapolis, Minnesota, May 2, 2007.
Hispanic Consumers in The Multicultural Marketing Equation, Presented to 3rd Annual Hispanic Marketing
Conference VOZ LATINA Messaging. Media. Marketing. Miami, Florida, April 26,
2007.
The Hispanic Market Opportunity, Presentation to the 2007 Invitational Seminar and
Outing of Emerson Climate Technologies, Sawgrass Resort, Ponte Vedra Beach,
Florida, April 15, 2007.
Marketing & Social Marketing to Hispanics: Targeting Your
Campaign to Increase Effectiveness, Presentation to the Center for Health,
Intervention, & Prevention, University of Connecticut, April 12, 2007.
The Multicultural Marketing Equation:
Online Media, Attitudes, Brands and Spending, Presented to the 4th
Annual Multicultural Marketing for the Financial Services and Insurance
Industries Conference of the Center for Business Intelligence, Brooklyn, New
York, March 30, 2007.
Insights into the Hispanic Consumer, presentation to the 2007 Dairy Innovation
Forum of Dairy Management Inc., Scottsdale, AZ, February 15, 2007.
Multicultural Media Explosion! Panel moderation at the
2007 Mid-Winter Conference of the Electronic Retail Association, Miami,
Florida, January 29, 2007.
Hispanic Marketing: A Cultural Perspective, presentation to the
College of Mass Communications and the Lubbock community at the Merket Alumni
Center, Texas Tech University, Lubbock, TX, February 9, 2007.
Li-Shuie Gau and Felipe
Korzenny, An Examination of the Impact
of Ethnicity on Sport Attitudes and Team Identification. Poster paper presentation at the 8th
Annual Florida State University Sports Management Conference,
Marketing to the Next Generation of Hispanics – The Sequel, address to
the meeting of the National Hispanic Corporate Council meeting at Wal-Mart
Headquarters, in
Marketing Lawyer Referral Information Services to the Hispanic
Community, presented to the 2006 National Lawyer Referral
Workshop,
Putting Identity to Work, panel participation at the 21st
Semi-Annual Conference of the Association of Hispanic Advertising Agencies,
Brand New Insights from the
Maria Gracia Inglessis,
Felipe Korzenny, and Holly McGavock, Hispanic
TV Advertising: Where Did All The
Mariachis Go? Poster paper presented
at the Conference of the Association for Education in Journalism and Mass
Communication,
Evolving Segmentation for the Hispanic Market: Are you Using Yesterday’s Tools?
Presentation to the 7th Annual Hispanic Boom Conference of the
Strategic Research Institute,
Hispanic Marketing: A Cultural Perspective, Keynote
address at the 10th Annual Hispanic Market Midwest Conference,
Minneapolis, Minnesota, April 26, 2006.
Se Habla Español and English, Panel Moderator and Presenter at
the Marketing to Hispanics Symposium at the National Postal Forum,
Marketing to the New US Hispanics, Keynote Presentation to the 13th
Annual DMA Directo Days Conference Offered by the Direct Marketing Association
Directo: Council for Hispanic Marketing,
Marketing to the Next Generation of Hispanics,
presented to the 20th Annual Conference of the National Hispanic Corporate
Council,
The Evolution of US Hispanic Media, panel presentation
sponsored by Yahoo! en Español during Advertising Week at the
Obtaining Relevant Market Research, the How-To Guide of Purchasing and
Conducting Research with Hispanic Consumers. Workshop presented at the 10th Annual IQPC US
Hispanic Marketing Conference, September 19, 2005.
The Hispanic Bakery: Marketing with a Difference,
presented to the IDDBA's Dairy-Deli-Bake 2005 Seminar and Expo,
Marketing to the Evolving US Hispanic Market,
presented at the Voz Latina Marketing To Hispanics 2005, Hosted by Marketing y
Medios, Billboard, and the Hollywood Reporter,
Capitalizing on Hispanic Cultural and Linguistic Change,
presented at the 9th Annual Midwest Hispanic Marketing Conference,
Media and the Evolution of Hispanic Language and Culture,
presented at the Annual Conference and Show of the National Association of
Broadcasters,
With Maria Gracia Inglesis
and Naida Saavedra, New Frontiers For Hispanic Marketing & Advertising -
State-of-the Business Alert, presented at the 11th Annual Marketing to
US Hispanics and Latin America conference of the Strategic Research
Institute, Miami, Florida, January 25, 2005.
Workshop Optimizing
Hispanic Research Techniques To strengthen Your Strategic Advantage In The
Hispanic Market presented at the 11th Annual Marketing to US Hispanics
and Latin America conference of the Strategic Research Institute,
Keynote address A New
Communication Paradigm for the US Hispanic Market: Language and Cultural
Approaches for Emerging Latino Markets, and workshop on Marketing to the
Hispanic Female Head of Household, both presented at the
Keynote Addres Hispanic
21. Presented at the launch of the US Hispanic Initiative of National City
Bank,
General Session The
Presentation addressing The
Changing Macro Factors of the Hispanic Market and the Implications for
Marketing at the National Hispanic Corporate Council and Florida
International University Symposium, Miami, Florida, June 16 - 18, 2004.
Keynote address New
Cultural and LInguistic Identity of the Hispanic Consumer - How do you Choose
the Right Mix of Spanish, and/or English for your Brand. Presented at
the 5th Annual US Hispanic Market Boom Conference of the Strategic Research
Institute,
Workshop Leader "Marketing
to US Latinas," at the US Hispanic Marketing 2004 conference of IQPC,
Miami, Florida May 17 - 18, 2004.
Keynote Speaker "Connecting
with the Lucrative Hiispanic Market" at the Second Annual Program of
the Tucson Advertising Federation, Tucson, Arizona, January 20, 2004.
With Cathy
Von Fange and Stephen Palacios, Optimizing Hispanic Marketing Productivity,
Webinar presented to a national audience of marketers affiliated with Directo,
the Hispanic branch of the Direct Marketing Association, January 7, 2003.
The US
Hispanic Market Opportunity for Chilean Exports,
presented at the Graduate School of The Diego Portales University Faculty of
Economy and Business and at the newspaper El Financiero, November 20 and 21, 2003.
With
Lou Lopez, Hispanics, The Culture of Hispanic Entertainment,
presentation at the ARF Week of Workshops of the Advertising Research
Foundation, New York, September 23, 2003.
With Lou Lopez,
Hispanics and Entertainment: Insights for Culturally Relevant Marketing, presentation
at the Symposium of the Hispanic Association on
Corporate Responsibility, Chicago, Illinois, July 1, 2003.
Unraveling
Cultural Archetypes to Develop Healthcare Products and Positioning Solutions, presentation
and Co-Chair of the 4th Annual US Hispanic Market BOOM & Profitable
Customer Relationship Strategies conferences of the Strategic Research
Institute,
Cross-Cultural
Marketing: The Case of the US Hispanic market,
presentation to the Kitchen & Bath Industry Show & Conference,
How to
Increase Seafood Retail Sales to Hispanic Consumers,
presentation to the 2003 International Boston Seafood Show, Hynes Convention
Center, March 11, 2003.
With Cathy Von Fange,
Opening Keynote Address: Influencing the Future - Emerging Hispanic
Market Trends, Attitudes, and Targets. Presented to the Direct Marketing
Association 10th Annual Directo Days Conference,
With
Cultural
Archetypes, Family Dynamics, and Implications for Positioning.
Presented at the US Hispanic Marketing 2002 conference of the
International Quality and
How to Increase
Retail Sales to the Hispanic Consumer. Presented to Expo Comida
Latina: The Hispanic Food & Beverage Show,
Getting
Your Pulse On The Cultural Bases of Hispanic Perceptions of Consumer Credit
& Debt. Presented at the Annual Conference & Expo Multicultural
Consumer Credit & Finance, Profitable Customer ACquisition & CRM
Strategies of the Strategic Research Institute,
Understanding
Key Family Dynamics in Developing Successful Hispanic Marketing Strategies.
Presented at the 3rd annual US Hispanic Market Boom conference of the Strategic
Research Institute,
Chair and presenter of Cultural
Archetypes, Family Dynamics, and Implications for Positioning at the
Marketing to US Hispanic Youth conference of Kidscreen,
Marketing
Dairy Products to the Hispanic Consumer. Presented at the 38th
annual seminar and expo of the International Dairy-Deli-Bakery Association,
Chair and Workshop Leader
at the US Hispanic Marketing 2002 conference of IQPC, Miami, Florida April 30 -
May 1, 2002.
Chair, Workshop Leader, and
presenter of Understanding the Hispanic Consumer at the Foods and
Beverages for the Hispanic Consumer Conference of the World Research Group,
Houston, TX, April 16 - 17, 2002.
Opportunities in the US
Hispanic Market, Panel presentation at the The Digital Media Revolution in the
Americas Conference, produced by Institute of the
Chair, Panel Moderator, and
presenter of Overview of the Current State of the US Hispanic Market at
the US Hispanic Marketing 2001, Creating a Road Map for Developing,
Implementing and Measuring a Successful US Hispanic Marketing Campaign of
International Quality and Productivity Center, Los Angeles, CA, November 12 -
14, 2001.
International Keynote
Speaker on the Case of the US Hispanic Market at the Multicultural
Business and Communication Strategies, by Marcus Evans Ltd., Sydney, Australia,
August 27-28, 2001.
Hispanics and Digital
Technology and lead a workshop on Hispanic Youth Marketing. Presented at
the Hispanic Marketing Conference by IQPC,
The
Digital World of the US Hispanic, Presented at the 5th Annual
Hispanic Marketing Midwest Conference, by Aguilar productions,
US
Hispanics and the Internet. Panel presentation at the Hispanic Internet Summit, presented by HNBA,
USHCC, LULAC, and NSHMBA, San Juan, Puerto Rico, April 26-29, 2001.
Online
Behaviors of Hispanics of Different Age Groups.
Presented at the E-Marketing to US Hispanics & Latin America, by SRI,
The
Digital World of the US Hispanic presentation at the U.S. Hispanics
& Latin America Marketing Conference, Strategic Research Institute's 7th
Annual Conference, Miami, FL, January 25-26, 2001.
Hispanic
Teens. Presented at the Latino Youth Power Conference by Kidpower
Xchange,
Multicultural
Advertising Research: How to Communicate Successfully with the
Culture
& Communication: Insights into the Mindset of the Hispanic Consumer.
Presented at the Third Annual Hispanic Marketing Midwest Conference,
The
The
Conceptualization and Measurement of Acculturation.
Presented at the Marketing Research Association Fall Education Conference,
Importance
of the
Strategic
Marketing to Hispanics. Presented at the Silicon Valley Hispanic
Chamber of Commerce, Bridge ’98 Business & Technology Conference,
Acculturation
vs. Assimilation: Implications for Hispanic Marketing.
Presented at Se Habla Espanol Conference,
with Michael Quinn. Conflict
Communication and Ethnicity. Paper presented at the annual conference
of the International Communication Association,
Relevance and
Application of Intercultural Communication Theory and Research.
Paper presented at the Spotlight Program Why Study Culture? at the Sixth
Annual Intercultural and International Communication Conference, University of
Miami, Hotel Inter-Continental, Miami, Florida, February 8-10, 1989.
Aids
Communication and Beliefs. Paper presented at the 1988
symposium on Science Communication: Environmental and Health
Research. Sponsored by the Environmental Protection Agency. Hosted
by the
with Milton J. Shatzer,
Judee K. Burgoon, and Michael D. Miller. A Cross-Cultural Comparison
of Compliance Gaining Styles between Japanese and North Americans.
Paper presented at the annual conference of the International Communication
Association,
with Joyce McLure and
Barbara Rzyttki, Ethnicity, Communication, and Drugs. Paper
presented at the annual conference of the Western Speech Communication
Association,
with Patricia
Dollinger, Stranger Ethnicity and Communication. Paper to be
presented at the annual conference of the Western States Speech Communication
Association,
with Elizabeth
Schiff, Hispanic American Perceptions of Communication Discrimination.
Presented at the annual conference of the Western States Speech Communication
Association,
with Josep Rota, Media
Use by Adults in
with Wanda del Toro, Work
and Media Behaviors Among Women. Presented at the 34th annual conference of
the International Communication Association,
with Wanda del Toro and
James Gaudino, International News Media Exposure and International
Knowledge, Attitudes, and Opinions. Presented at the 34th annual
conference of the International Communication Association,
Becoming
Intercultural: Self-reflections. Presented at the 33rd
annual conference of the International Communication Association,
with Betty Ann Korzenny and
Gema Lopez Montes de Opitz, Mass Communication Research in Mexico.
Presented at the 33rd annual conference of the International Communication
Association,
with Betty Ann
Korzenny, Qualitative vs. Quantitative Research in the Study of Human
Communication. Presented at the 33rd annual conference of the
International Communication Association,
with
with Betty Ann Griffis,
Bradley S. Greenberg, Judee Burgoon, and Michael Burgoon, Hispanic
American Communication Environments: Accounts of Hispanic Leaders in Six
Western U.S. Communities. Presented at the 31st annual conference of
the International Communication Association,
with Kimberly Neuendorf and
Betty Ann Griffis, Teaching Intercultural Communication in the 1980's.
Presented at the annual meeting of the Speech Communication Association,
with Betty Ann Griffis and
Gilda Rota, An Exploratory Study of Communication Behaviors of Women
in Mexican Organizations. Presented at the 30th meeting of the
International Communication Association,
with Kimberly Neuendorf and
G. Blake Armstrong, Cultural Identity, Communication Style and Television
Behaviors Among Mexican Americans. Presented at the 30th meeting of the
International Communication Association,
with G. Blake Armstrong and
Tatiana Galván, Mass Communication and Family Planning Knowledge and
Practices Among Rural Villagers in
with G. Blake Armstrong and
Kimberly Neuendorf, Cultural Identity and Communication Style Among
Mexican Americans. Presented at the 65th annual meeting of the Speech
Communication Association,
with Kimberly Neuendorf, TV
and the Aging: Exposure, Functions, Perceptions, and Self-concept.
Presented at the annual meeting of the American Association for Public Opinion
Research,
with Connie Bauer, A
Preliminary Test of the Theory of Electronic Propinquity: Organizational
Teleconferencing. Presented to the International Communication
Association at its annual meeting,
with Bradley S. Greenberg
and Charles K. Atkin, Styles of Parental Disciplinary Practices as a
Mediator of Children's Learning from Antisocial Television Portrayals.
"Top Three Paper" presented to the Mass Communication Division
of the International Communication Association at its annual meeting,
with Nicky Stoyanoff,
with Richard V.
Farace, Communication Networks and Social Change in Developing
Countries. Presented at the annual convention of the Association for
Education in Journalism,
with Charles K. Atkin,
Bradley S. Greenberg, and Steven McDermot, Data Relating to the
Selective Exposure Hypothesis: Evidence from Entertainment Program
Selection. Presented at the annual convention of the Speech
Communication Association,
A Theory
of Electronic Propinquity: Mediated Communication in Organizations.
Presented at the annual convention of the International Communication
Association,
with Nadyne G. Edison,
Laura L. Henderson, and Katrina W. Simmons, Children and Television.
Presented to the
with Bradley S.
Greenberg, The Content of Television, 1976, and Some Social Effects of
Television in
The
Perception of Reality of Television and Aggressive Predispositions Among
Children in
JOURNAL ARTICLE AND BOOK
REFEREE/REVIEWER FOR
Academic
Press
Communication
Monographs
Communication Research
Communication
Yearbooks 8, 9 and 10,
Communication
Yearbook 29,
Human Communication Research
International
and Intercultural Communication Annual, SCA (Editorial Board Member
1982-present)
Journal of
Broadcasting and Electronic Media
Journal of
Computer Mediated Communication (2003)
Journal of Communication
Prentice
Hall
Progress
in Communication Sciences
SAGE
Publications
Studies in
Latin American Popular Culture
MEMBERSHIP IN PROFESSIONAL
ASSOCIATIONS
American Marketing Association
Association of Hispanic Advertising Agencies
Advertising Research Foundation
International Communication Association
Qualitative Research Consultants Association
World Future Society
OTHER CONSULTING AND
RESEARCH EXPERIENCE
Recent Consulting of Note
Consulted with the US
Bureau of the Census as part of the Academic
Assessment Panel of the Integrated Marketing Communication Campaign for the
Census 2010.
Consulted with the Yankelovich
Monitor on the Hispanic Segment of their Multicultural Marketing Study From
2004 to 2009.
Consulted with Captura
Group as senior strategy consultant from Summer 2008 to Summer 2009.
Consulted with the Cuban
American National Council on its re-branding strategy, Summer 2008 to February
2009.
Senior Consultant to Cheskin, Fall 2003 – Fall 2007
Expert Witness on three trademark cases
AWARDS AND DISTINCTIONS
Member
of the Board of Friends of Mission St. Luis, Tallahassee, FL, 2010 - 2012
Member
of the Board of the Adrenalina Human Sciences Institute, 2009 – 2010
Board
member of the Advertising Research Foundation,
2007 – 2013
Member
of the Hispanic Advisory Council to the President of Clorox, 2007 -
Member
of the Hispanic Advisory Council to the President of Coca-Cola North America,
2005 –
Member
of the Advisory Board of Brandt Information Systems, 2005 - 2007
First
HispanSource Award, from the James
J. Hill Business Library, for Achievement in Hispanic Marketing Research, June
2005.
Distinguished
Alumni Award,
Outstanding
Alumni Award,