FSU / Center for Hispanic Marketing Communication / Publications / Reports

Reports

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A primary goal of the Center is to become a source of knowledge about the Hispanic market. As such, students and faculty work together to conduct research and develop projects that will further knowledge and understanding of the U.S. Hispanic market. Currently, there is ongoing work on articles, reports, presentations, the book "Hispanic Marketing: A Cultural Perspective" and a new book published in 2011, "Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer"

AVAILABLE REPORTS

March 2010- The Importance of Radio for Hispanics.pdf 167.08 kB

By: Felipe Korzenny, Ph.D., Director

July 2009- Multicultural World of Social Media Marketing Article.pdf 660.62 kB

By: Felipe Korzenny, Ph.D. and Lee Vann

April 2009- Multicultural Consumer Attitudes.pdf 638.06 kB

Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

March 2008- Multicultural Study on Online Technology Ownership.pdf 1.14 MB

Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

January 2008- Brave New World of Emerging Diverse Online Majority.pdf 719.57 kB

By: Felipe Korzenny, Ph.D.

2007- Hispanic Insights From Literature.pdf 546.55 kB

By: Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

September 2007- Multicultural Study on Old and New Media Use.pdf 848.85 kB

Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

February 2007- Hispanic Marketing- Annotated Bibliography.pdf 358.69 kB

Contributors: Maria Gracia Inglessis, Dr. Felipe Korzenny, Holly McGavock, Mihaela Moldovan, Annabel Reta, Madhurima Sarkar and Dr. Carlos Valdez

January 2007- Hispanic Advertising Content Analysis.pdf 235.33 kB

Advertising to Hispanics: What the Ads Say- A Content Analysis of Portrayals, Communication Devices, and Execution
By: Maria Gracia Inglessis, M.A., Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

December 2006- Hispanic Qualitative Research Article.pdf 83.21 kB

"For Marketers or For Scholars?"- A Hispanic Qualitative Research Article
By: Maria Gracia Inglessis, M.A.

September 2006- Multicultural Marketing Equation Study.pdf 620.21 kB

Media, Attitudes, Brands, and Spending
Part of the 2006 Multicultural Marketing Equation Study
By: Felipe Korzenny, Ph.D., Betty Ann Korzenny, Ph.D., Maria Gracia Inglessis, M.A., and Holly McGavock, M.A.

April 2006- Branding Hispanic Online Personality Assessments.pdf 72.64 kB

By: Rose Carbonell

April 2006- Hispanic Advertising Research Article.pdf 42.72 kB

"Taking the Pulse of Their Market"- Hispanic Advertising Research Article
By: Maria Gracia Inglessis, M.A. and Felipe Korzenny, Ph.D.

April 2006- Marketing Airlines to Hispanics Report.pdf 58.40 kB

By: Rachel Smiley

April 2006- Marketing Healthcare to Hispanics Report.pdf 61.00 kB

By: Javier Rosado

April 2006- Trends in Marketing Insurance to Hispanics Report.pdf 176.26 kB

By: Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

BOOKS

Hispanic Marketing, 2nd Edition: Connecting with the New Latino Consumer
By: Felipe Korzenny and Betty Ann Korzenny
Published by: Routledge, 2011

Hispanic Marketing: A Cultural Perspective
By: Felipe Korzenny and Betty Ann Korzenny
Published by: Butterworth-Heinemann/Elsevier, 2005

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Reports

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AVAILABLE REPORTS

BOOKS