Abstract:

This paper introduces the nativity-based view (NBV), a new approach that drives targeting effectiveness and media ROI with US Hispanics. It draws from a linear acculturation model and deconstructs it. At its core, the NBV challenges the Hispanic marketing paradigm by segmenting the Hispanic population by nativity (i.e., generational level), generating key insights and driving advertising effectiveness. Needless to say, this paper has million dollar implications for virtually all brands in the United States. This paper provides an overview on: (1) the empirical framework on which the NBV is based; (2) the impact of nativity on demographics, language usage and television consumption by Hispanics; and (3) the application of the NBV on media spend for three category leading brands.