Informa Insights, Marketing & Innovation is part of the Knowledge and Networking Division of Informa PLC
This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 3099067.
At A+E we’ve spent over two years exploring the experience of womanhood and how this experience impacts interpretations of advertising. Here, we will share some common themes expressed by women in their experience of womanhood, and common desires for representation in media and advertising. We will also share findings that illustrate how differences in political and cultural contexts lead to nuanced experiences of: gender in daily life, perceptions of creative content, and representations of women therein. This work reminds us that while there are important commonalities to keep in mind when attempting to speak to women as a demographic, representations within ads are decoded through the diverse perspectives of the women who see them—thereby impacting brand perceptions and, likely, consumer behavior.
NBCUniversal Telemundo Enterprises will share how its brands have grown to become a new standard in Hispanic media, in part through new consumer research frameworks aimed to understand shifts in Latinx identity. At the center of the company’s consumer development strategy is MiTelemundo®, the largest and most diverse panel of its kind and the first in its space to be made available as a resource for the broader market research community. Reny Díaz will discuss how his team addressed the “white space” it saw in multicultural research and explain NBCU Telemundo Enterprises’ best practices in engaging multicultural Millennials on their mobile-first terms.