Bicultural Hispanics: The Middle Child
The advertising community has begun to take acculturation levels into account when advertising to Hispanics, but there’s an aspect of Hispanic consumers that most advertisers fail to consider. In many cases the individual consumer doesn’t have even one static acculturation level — in other words, that we as individuals think and behave in different ways (that reflect high or low acculturation). As a bicultural Hispanic, I’m keenly...
A Top-Shelf Partnership: Retailers & CPGs Go Down The Advertising Aisle
At Advertising Week in New York, recently, Communicus attended Match Marketing Group founder Michael Dill’s session in which he explored retailers’ engagement with today’s connected consumer…
Mobile devices: Kids know what they want but are parents buying?
Despite questions about the potentially negative aspects of electronics usage among children and adolescents, mobile devices are only growing in popularity. Recent research on parents and children reveals the extent of tablet and smartphone usage in the young, and the attitudes of both kids and parents toward mobile devices and the brands who produce them. Two-thirds of pre-kindergarten age children use tablets, and one-in-three pre-K...
Turning the Advertising Spigot to ‘Off’ – What Would Really Happen to Your Brand?
Conventional wisdom says you’d better not stop advertising – if you go dark for any significant period of time, your brand is sure to suffer. But is this really the case? Could your brand actually coast along just fine without advertising for up to a year or more? We quantify what happens when consumers don’t see a brand’s advertising. And mostly, brands do suffer without advertising, and the effects start to occur within a relatively...
The Mobile Device Path to Purchase: Parents & Children
New Communicus research sheds light on kids and mobile devices. According to the study, one-third of American pre-kindergarten-age children have their own tablet, while two-thirds of kids regularly use tablets. Among those that do not have tablets, 50% ask their parents to buy them one. Children who already have a mobile device are as likely (or more likely) to ask for a new device, as are those without one. More kids want iPads or...