Jaime Noriega

Multicultural Marketing & Advertising Specialist Jaime Noriega is a Consumer Behaviorist who earned his doctorate from the University of Houston in 2006 with a Major in Marketing and a Minor in Psychology. For the past nine years he has been conducting research in cross cultural communication and teaching marketing courses at DePaul University in Chicago, IL; the University of Illinois at Urbana-Champaign; and the University of Houston, in Houston, TX.

His previous and on-going marketing research stream explores issues of cross cultural communication, bilingual memory, bilingual information processing, ethnic identity and ultimately, how these subjects inform advertising effectiveness and persuasion.

Before entering academia, Dr. Noriega was an account executive with Moroch & Associates in Houston, Texas where he provided marketing and promotional support for the Houston McDonald's Co-Op, their principal client. While there he also developed and produced all local Hispanic print and broadcast advertising and promotional advertising. Dr. Noriega was directly responsible for the creation of unique advertising and promotional programs directed at the Houston Hispanic consumer market as well as the adaptation of existing general market advertising and promotional programs. Dr. Noriega also put his considerable experience in photography to good use and served as the artistic director for local campaign advertising photo shoots and as the official photographer for local McDonald's Co-Op events.

After his time at Moroch & Associates, Dr. Noriega spent several years working for Mexica Communications, Inc., which published a weekly Spanish-language newspaper in Houston and San Antonio until 2004. During his time at Mexica Communications, he serviced several advertising accounts from companies such as AT&T, Anheuser-Busch, Kraft, Miller Brewing, Coke, Pepsi, Warner Bros., Universal Studios, Disney and numerous other national and local clients. He was also involved in every step of production including the copy-writing and production of local and regional advertising.