Overview by Ray Kotcher

Messaging Through Memes
An instant-messaging discussion with three Internet strategists

Searching for Your Audience
Using search marketing to break through to your target

Homing In On Value Shoppers
Insights from Iconoculture on targeting value shoppers

Hitting a Home Run With Sports PR
Spotlight on sports marketing at the Summer Olympics

Did You Hit Your Target?
Evaluating targeted PR programs

Key stats on the U.S. Hispanic market

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BREAKING THROUGH: GETTING YOUR MESSAGE TO YOUR AUDIENCE

Five Facts You Should Know When Targeting U.S. Hispanics

The buying power of U.S. Hispanics was an estimated $862 billion in 2007 and is projected to reach $1.26 trillion by 2012.
The Multicultural Economy, 2007, The Selig Center for Economic Growth, 2007
About 60% of U.S. Hispanics say they "enjoy looking at or listening to advertising," compared to 30% of non-Hispanic whites.
10 Things About U.S. Hispanics, Yankelovich Monitor Think Tank, Q1 2008
About 44% of U.S. Hispanic consumers choose brand-name products or services because they "seem to understand what's important to my family," compared to 25% of non-Hispanic whites.
10 Things About U.S. Hispanics, Yankelovich Monitor Think Tank, Q1 2008
Among first-generation U.S. Hispanics, 48.6% like to buy brands that make them feel successful, compared to 32% of second-generation and 26% of third-generation Hispanics.
Acculturation & Beyond, New American Dimensions' Hispanic Segmentation Study, 2008
Seventy-seven percent (77%) of U.S. Hispanics believe women have as much of a responsibility to support a family as men do.
Acculturation & Beyond, New American Dimensions' Hispanic Segmentation Study, 2008