Jaime Noriega

Professor of Practice

Jaime Noriega


Jaime Noriega is a multicultural marketing and advertising specialist who earned his doctorate from the University of Houston and has taught at DePaul University, University of Illinois at Urbana-Champaign, and University of Houston.

His research 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 where he provided marketing and promotional support for the Houston McDonald's Co-Op. 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 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 advertising accounts from companies such as AT&T, Anheuser-Busch, Kraft, Miller Brewing, Coke, Pepsi, Warner Bros., Universal Studios, Disney and 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.

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