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BOOK
PRESENTATION & DISCUSSION: |
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USES A NUMBER OF RESEARCH METHODS |
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Her method comes through in these different chapters. She focuses on New York and she focuses on New York because it’s the second largest Hispanic market for marketing agencies. Also because it is one of the most heterogeneous ones. She’s interested in looking at the heterogeneity of Latino populations. And she felt she could focus on regional and national trends. She’s careful, she’s very careful in this book. I think it must have been read by many, many reviewers. She’s very careful to say that it does not represent all Latinos. And she uses a number of approaches for the book. She has interviews with 16 different advertising agencies and she made periodic visits to these agencies. She was a participant/observer in national conventions and other meetings that were important industry events between 1997 and 1999. And she spent three weeks at BBDO’s Special Markets Division. I don’t know how many of you are familiar with that particular marketing agency but it specializes in what is called ethnic marketing.-- they do a lot of black advertising -- through a sponsored internship. She also does a content analysis of advertising print and broadcast media and there are a lot of references to Advertising Age and other places like that throughout the book. And in ethnic specific media so that she looks at Latino Magazine, Urban Latino, Hispanic, etc. You see lots of references to that. She had close contact with media activists in New York City. She was very interested in seeing how media activists looked at advertising. And lastly and very importantly, this is one of the really exciting parts of the book. She did a series of focus group discussions and one-on-one interviews with self-identified Latino consumers. She wanted to see how people responded to the advertising that they saw. Those are her methods. She integrates them in very interesting ways. |