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 PROGRAM Thursday, February 19, 2015 Highlights Registration and Exhibits 4:00 ­ 5:00 P.M. Donald Tucker Civic Center Hall A­1 Welcome Ceremony 5:00 – 5:15 P.M. Room A­2 Plenary Session 1 Presenting the State of the Hispanic Marketing Industry in the U.S. 5:15 – 7:00 P.M. Room A­2 Welcome Social 7:00 – 8:00 P.M. Room A­2 Plenary Session 1 Marketing Communication Track Title: Presenting the State of the Hispanic Marketing Industry in the U.S. Moderator: Dr. Felipe Korzenny, Florida State University Promotional Campaigns Tailored to Hispanic Consumers Javier Delgado, Director, Hispanic Marketing, Director Wal­Mart Company Evolving with the Hispanic Consumer: A Plan to Engage and Connect Alba Castillo Adamo, Group Director, Hispanic Marketing North America, The Coca Cola Company An Study by AHAA on Refining Hispanic ROI Measures Carlos Santiago, CEO of Santiago Solutions Group, and Research Chair, AHAA – Association of Hispanic Advertising Agencies The Implementation of Community Involvement in the Wells Fargo Plan 1 Mariela Ure, SVP, Hispanic Segment, Enterprise Marketing, Wells Fargo Friday, February 20, 2015 Daily Highlights Registration and Exhibits 8:00 – 9:00 A.M. Donald Tucker Civic Center Hall A­1 Concurrent Sessions 9:00 – 10:15 A.M. Rooms: B, C & D Break 10:15 – 10:30 Coffee Table, Room A­1 Concurrent Sessions 10:30 – 11:45 A.M. Rooms B, C & D Conference Awards Luncheon 12:00 – 1:00 P.M.; Room A­2 Concurrent Sessions 1:15 – 2:25 P.M. Rooms B, C & D Plenary Session 2 How to Connect Academia and Industry – Creating a Knowledge Exchange 2:30 – 3:30 P.M. Rooms A2 Break 3:30 ­ 3:45 P.M. Coffee Table, Room A­1 Concurrent Sessions 3:45 – 5:00 P.M. Rooms B, C & D Gala Dinner in Honor of Dr. Felipe Korzenny 7:00 – 10:00 P.M. Ballroom A 1­3 Entertainment by Latin Soul Orchestra 2 Concurrent Sessions 9:00 – 10:15 A.M. Session 2.1 – Room B History and Development of the Spanish­Radio Track Panel: Public Radio, Multimedia News Programming and Latinos in LA: A Case Study Moderator: Ileana Rivera Santa, Latino Public Radio Consortium, Interim Executive Director Panelists: Ginny Berson, Independent Consultant at Justice and Community Magaly Rivera, Latino Public Radio Consortium, Chair Silva Rivera, Latino Public Radio Consortium, Member Anahi Lazarte, Latino Public Radio Consortium, Member Session 2.2 – Room C Television and Media Programing Track – Session in Spanish – En Español Title: Challenges and Opportunities in Europe and Latin America Moderator: Toby Graves, Florida State University TVE International and European Public Television Supply in Latin America from 2001 to 2006 Luis Rosario Albert, Universidad del Turabo, Puerto Rico Advertising Strategies on Spanish Television: The Case of Serial Fiction Programing Emili Prado, Universidad Autónoma de Barcelona, España Nuria Garcia Muñoz, Universidad Autónoma de Barcelona, España Gina Plana, Universidad Autónoma de Barcelona, España Celina Navarro, Universidad Autónoma de Barcelona, España Reality TV As Experimentation Lab For New Advertising Integration Strategies In Public and Commercial Spanish DTT Emili Prado, Universidad Autónoma de Barcelona, España Matilde Delgado, Universidad Autónoma de Barcelona, España Belén Monclús, Universidad Autónoma de Barcelona, España Sheila Guerrero, Universidad Autónoma de Barcelona, España Session 2.3 – Room D 3 Marketing Communication Track Panel: Advancing Multicultural Marketing: Achievements & Challenges in Theory & Practice Moderator: Neleen Leslie, Florida State University Panelists: Presented by students from The Center for Hispanic Marketing Communication, Florida State University BREAK 10:15 – 10:30 Coffee Table, Room A­1 Concurrent Sessions 10:30 – 11:45 A.M. Session 3.1 – Room B Journalism Track Panel: Hispanic Journalists’ Beliefs about their Career, Technology and Social Media Moderator: Summer Harlow, Florida State University Panelists: Dean Kazoleas, Cal State University Fullerton Inez Gonzalez, Cal State University Fullerton Alejandro Alvarado, Florida International University Session 3.2 – Room C Mass Media ­ Film Track ­ Session in Spanish ­ En Español Title: Cultural Trends in Latin American Mass Media Moderator: Gloria Velásquez, Texas State University Public Sphere, Political Culture & Mass Media Practices in Mexico Gabriel A. Coral Velazquez, Universidad de Querétaro, Mexico The Newspaper "La Correspondencia". Building a Positive Image of the Arts and Crafts School of Cienfuegos from 1932 to 1960 María de Los Angeles Alvarez Benavides, Universidad de Cienfuegos, Cuba 4 Esperanza Andrea Madruga Torreira, Universidad de Cienfuegos, Cuba Yailen Sellen Sosa, Universidad de Cienfuegos, Cuba Mind and Body Toward Violent Cinematography in Mexico María Esther Chamosa Sandoval, Universidad Justo Sierra, Mexico Session 3.3 – Room D Marketing / Consumer Behavior Track Title: Current Hispanic Marketing and Advertising Trends Moderator: Enrique Becerra, Texas State University Behavioral Well Being: Comparing Latinos vs the Total Market Using the Sectrumm Model Carlos Santiago, Santiago Solutions Group From the Inside Out: Using Grounded Theory to Assess Bromley’s Account Planning Discipline in 2010 Isaac I. Muñoz, University of Dallas Comparing Product Value Propositions for Low Income Consumers: Analyzing Eight Cases Studies in Latin America César Antúnez de Mayolo, Universidad del Pacífico, Peru The Importance of Cultural Relevancy: Hooters Case Study Hernan Tagliani, The Group Advertising CONFERENCE AWARD LUNCHEON 12:00 – 1:00 P.M.; Room A­2 Concurrent Sessions Session 4.1 – Room B 1:15 – 2:25 P.M. Session 4.1 – Room B Marketing Communication – Social Media Track Panel: Language, Culture, and the Social Media Space Moderator: Amy Jo Coffey, Ph.D., University of Florida Panelists: 5 Summer Harlow, Florida State University Mark Lopez, Head of the U.S. Hispanic Audience, Google Christian Martinez, Head of Sales for U.S. Multicultural, Facebook Juan Tornoe, Senior Consultant Hispanic Trending Session 4.2 – Room C Media Technology Consumption Track – Session in Spanish ­ En Español Title: Opportunities for Media Technology Consumption Moderator: Kenton T. Wilkinson, Texas Tech University Crises that Spanish Operators Face: Marketing and Bidding Strategies in the Digital Context Xavier Ribes, Universidad Autónoma de Barcelona, España Iliana Ferrer, Observatorio de la Radio en Cataluña (GRISS­UAB) María Gutiérrez, Universidad Autónoma de Barcelona, España Belén Monclús, Universidad Autónoma de Barcelona, España Josep María Martí, Universidad Autónoma de Barcelona, España Give your Smartphone a Smarter User Paulina Camacho Ortiz, Universidad Justo Sierra, Mexico Alternative Financing of Radio and Audio Projects through Crowdfunding: New Opportunities for Diversity J. Ignacio Gallego, Universidad Carlos III de Madrid, España Manuel Fernández­Sande, Universidad Complutense de Madrid, España Plenary Session 2 2:30 – 3:30 P.M. Session 5.1 – Room A­2 Media & Marketing –Ownership and Practice Tracks Panel: How To Connect Academia and Industry – Creating A Knowledge Exchange Moderator: Geoff Godwin, Emerson Climate Technologies, VP of Marketing Panelists: Rochelle­Newman Carrasco, Chief Hispanic Marketing Strategist, Walton | Isaacson Adrien Lanusse, VP of Consumer Insights, Netflix Mark Lopez, Head of Hispanic Audience, Google Inc. Juan Jose Nuñez, President & CEO, 6 Jorge Ortega, Managing Partner and Co­Founder, Newlink Group Joe Zubi, CEO, Zubi Advertising BREAK 3:30 – 3:45 PM Coffee Table, Room A­1 Concurrent Sessions 3:45 – 5:00 P.M. Session 6.1 – Room B Journalism –Mass Media Title: Latino Media Consumption Moderator: Alan Albarran, University of North Texas The Influence of Perceived Discrimination on U.S. Latinos' Evaluation and Consumption of News Media Vinicio Sinta, University of Texas at Austin Federico Subervi, Kent State University SuperXclusivo and Infotainment in Puerto Rico 's Terrestial Television Luis Rosario Albert, Universidad del Turabo, Puerto Rico Ivette Soto Vélez, Universidad de Navarra, España Spanish Language on Social Media Political Campaigns for Hispanics in U.S Blanca Gomez, Infomás News Session 6.2 – Room C Film Cultural Track – Session in Spanish – En Español Title: A View of Cinematography in Latin America and Spain Moderator: María del Pilar Martínez­Costa Pérez, Universidad de Navarra, España Presenting the "Cinegrafo" Magazine: A Content Analysis Erick Eduardo Ortega Bruno, Universidad Justo Sierra, Mexico Patricia Carreón Jiménez, Universidad Justo Sierra, Mexico Víctor Alonso Román Román, Universidad Justo Sierra, Mexico Digitization of Film Exhibition in Spain: Small Cinemas and Cultural Diversity Asier Aranzubia, Universidad Carlos III de Madrid, España 7 The Restoration of Cinematography: A Way of Preserving Historical Filmography in Mexico Maribel Socorro Ruiz Luna, Universidad Justo Sierra, Mexico Mexican Youth’s Attitudes Towards Films: Active or Passive Spectators? Jazmín López, Universidad Justo Sierra, Mexico Saturday, February 21, 2015 Daily Highlights Registration and Exhibits 8:00 – 9:00 A.M. The Center for Global Engagement (CGE) located in the Global and Multicultural Engagement Building (The Globe) Concurrent Sessions 9:00 – 10:15 A.M. Rooms 2400, 2600 Break 10:15 – 10:30 Coffee Table, The Globe Auditorium Concurrent Sessions 10:30 – 11:45 A.M. Rooms 2400, 2600 Working Lunch – Latino Media and Market Research Association The Globe Auditorium 12:00 – 1:00 P.M. Concurrent Sessions 9:00 – 10:15 A.M. Session 7.1 –The Globe Auditorium Media Ownership and Practice Track – Title: Spanish Language Media in the United States Moderator: Federico Subervi, Kent State University Who Owns Spanish Media? Alan Albarran, University of North Texas Terry Moellinger, University of North Texas 8 U.S. Spanish­Language Television Management During the Industry’s First 50 Years Kenton T. Wilkinson, Texas Tech University Daniela Contreras Diaz, Texas Tech University Spanish Language Community Press Continues the Legacy of El Mississippi Edna Negron, Ramapo College of New Jersey Session 7.2 – Room 2400 Film And Culture Track – Session in Spanish – En Español Title: History And Development of the Mexican Cinema Moderador: Asier Aranzubia, Universidad Carlos III de Madrid, España Pedro Infante in the Imaginary of the Mexican Cinema Viewers Victor Hugo Ríos Barrera, Universidad Justo Sierra, Mexico Israel Madrid Perez, Universidad Justo Sierra, Mexico The Role of Comedy in Mexico's Golden Age of Cinema Yair Alberto Hernandez Rubio, Universidad Justo Sierra, Mexico The Mexican Cinema Viewer Confront the Subject of Death María Esther Chamosa Sandoval, Universidad Justo Sierra, Mexico Session 7.3 – Room 2600 Marketing Communication Track Title: Spanish Language Usage in Marketing Communication Moderator: Sindy Chapa, Florida State University Spanish: Prerequisite to Successfully Conquer Latino Market Gloria Velásquez, Texas State University Alba Melgar, Texas State University A Decade of Wrongs and Rights in Spanish Advertising in the United States Hilda Velazquez, Baptist University of the Americas The Cultural Identity and Consumer Behavior of the Hispanic Millennial: Individualism vs. Collectivism, Masculinity vs. Femininity and Brand Loyalty Explored Neleen Leslie, Florida State University 9 BREAK 10:15 – 10:30 Coffee Table, The Globe Auditorium Concurrent Sessions 10:30 ­ 11:45 A.M. Session 8.1 – Room 2400 Radio –Track ­Session in Spanish – En Español Title: Radio in Argentina, Colombia and Spain Moderator: Belén Monclús, Universidad Autónoma de Barcelona Colombian Radio and Journalists in the Digital Environment of Audiences Andrés Barrios Rubio, Universidad de Bogotá Jorge Tadeo Lozano, Bogotá, Colombia Comparative Study of PrimeTime Programs in General Radio Broadcasting in Argentina and Spain 2013: What Can We Learn from Audiences Behavior María del Pilar Martínez­Costa Pérez, Universidad de Navarra, Pamplona, España María José Müller, Universidad Austral, Buenos Aires, Argentina Cienradios: A Case Study in Argentina María Florencia Pace, Radio Mitre, Argentina Session 8.2 – Room 2600 Marketing Consumer Behavior Track Title: Comparative Hispanic and Multicultural Marketing Research Moderator: Enrique Becerra, Texas State University Tourism in The New Multicultural Society: A Cross­Cultural Study Of Factors That Influence Where People Travel For Leisure Katherine Cook, Florida State University What Do We Know about Hispanic e­WOM? Howard Rodriguez, Florida State University Communicating Social Responsibility through the Web: Comparing between Hispanic and Non­Hispanic Energy Websites Wen Zhao, Florida State University 10 Working Lunch ­ Directors and Members Only 12:00 – 1:00 P.M. The Globe Auditorium Session 9.3 – The Globe Auditorium Association for Latino Media, Markets, and Communication Research Title: Association Initiation Ceremony 11