Public Relations Tactics

Hispanic Market Miracles on a Budget: How to effectively measure your marketing initiatives

Publication Date: 7/2007

Source: SO01 Public Relations Tactics
Product Code: 6C-070710
Organization/Author/Firm: Christine Clavijo-Kish
Specialization(s): Research - Evaluation / Multicultural - Diversity / Measurement / Value and Return on Investment
Tactics: Internet / Radio
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One of today’s hottest trends in mainstream public relations is ROI measurement — specifically how metrics reporting should be factored into every strategy plan and execution. These trends are rapidly creating similar pressures for Hispanic marketing communications, perhaps more so. Many “multicultural marketing” budgets are generated from mainstream funding sources. The reality is that Hispanic marketing budgets still lag behind their mainstream counterparts. They are often treated as an afterthought, programs that are required to produce miracles with a tight budget.

Here are some tips to help you effectively measure your Hispanic market initiatives.