September 15, 2007
Purchasing Auto Radio Advertising Media Buying
Hispanic Marketing - As planned vehicle purchasers hit a 5 year low, radio continues to be one of the best ways to reach those adults who are still in the auto purchase market. These are the findings from The Media Audit’s telephone study of 118,211 randomly selected adults in 88 markets.
22.2% of heavy radio listeners plan to purchase a vehicle compared to 18% of the general population. Of 5 major media, including outdoor, internet, TV and newspaper, radio performs the strongest, indexing nearly 25% above the market average. About New Cars
As planned vehicle purchasers decline, the hardest hit market segment is domestic, down 20% over the past 5 years (see Appendix A). 8.4% of adults are planning on purchasing a domestic vehicle while nearly 12% of heavy radio listeners are planning on purchasing a domestic vehicle. Indexing 42% above the market average radio’s strength in delivering auto purchasers gets even stronger for delivering the domestic category.
Of the major media, radio again performs the strongest in delivering planned domestic purchasers.
One of the reasons for radio’s strong performance in delivering planned auto purchasers is that radio has strength in delivering the “plan to purchase” demographics. For adults in the major demographic cells between 18 and 74 about 22% are heavy radio listeners.
In a comparison of heavy exposure to the major media, radio has the strongest profile in delivering consumers across the major demos.
Radio offers the auto industry additional strengths as heavy radio listeners planning to purchase a vehicle are more financially optimistic. This is good news for auto companies interested in selling high profit options as financial optimists tend to be more liberal in the spending.
Nearly 25% of adults planning on purchasing a vehicle are financial optimists while over 28% of heavy radio listeners planning a vis the strongest.
Posted by Ahorre at 01:57 PM
June 27, 2006
The Sale of Univision Sold
Univision Communications Inc. and a group including Madison Dearborn Partners, Providence Equity Partners, Texas Pacific Group, Thomas H. Lee Partners and Saban Capital Group, today announced they have signed a definitive agreement under which the group will acquire Univision for $36.25 per share in cash. The transaction is valued at approximately $13.7 billion, including the assumption of $1.4 billion in debt.
The merger agreement has been approved by the Board of Directors of Univision and is not contingent on financing. The transaction is subject to the approval of Univision shareholders, regulatory approvals and customary closing conditions, and is expected to close in the Spring of 2007.
Posted by Ahorre at 11:35 AM
June 17, 2006
Verizon Wireless Hispanic Advertising
One of the largest accounts for the US Hispanic Markets is under deliberation. It has people sitting on the wire and soon it will be known who will walk away wire-less.
The advertising, media and planning services for Verizon Wireless, amounting to roughly $60MM, for the US Hispanic Market, are being disputed by several Hispanic shops, among them, two incumbents Miami-based Viva Partnership and New York-based Global Hue Latino.
Initially, the competing outsiders were Irvine, CA based Casanova Pendrill (non-independent), and the independents Zubi Advertising of Miami, and Lopez Negrete Communications of Texas.
Insiders commented that, "over the weekend, the race had narrowed down to two contenders, Zubi and Global Hue, the later being owned by Donald A. Coleman who already handles the Afro-American portion of the Verizon Wireless business."
La Agencia de Orci which handles Verizon Corporate remains the AOR on this portion of the business and is not affected by this on going review whose aim is to consolidate the account under one roof.
Posted by Ahorre at 10:42 PM
June 11, 2006
Century 21 Spanish Advertising
In an effort to further its leadership position within the real estate industry among Spanish-speaking homebuyers and sellers, Century 21 Real Estate LLC today announced the launch of two new television commercials as part of its national Hispanic marketing campaign in 2006. In addition to national broadcast television, the campaign leverages online, radio and print mediums.
The two 30-second commercials, titled "Sonando un Hogar" (Dreaming of a Home) and "La Reunion" (The Reunion), began airing in early June. Featuring the tagline "CENTURY 21 Professionales Realizando tu Sueno(SM)" (CENTURY 21 Professionals Realizing Your Dreams) the commercials will air on popular Spanish-language television networks including Univision, Telemundo, Telefutura and Galavision. The spots were created by The Vidal Partnership, the CENTURY 21(R) System’s Hispanic marketing agency of record.
"While the new Spanish-language commercials emphasize the notion of the CENTURY 21 agent as the "trusted partner" a home buyer or seller desires during their real estate transaction, the messaging remains consistent with the English-language commercials that the brand launched earlier this year as part of its "Agents of Change" advertising campaign," said John Greenleaf, senior vice president of marketing for Century 21 Real Estate LLC.
The Agents of Change campaign touts the CENTURY 21 System’s worldwide network of more than 143,000 real estate professionals and their roles as "Agents of Change" in support of home buyers and sellers in the dynamic real estate market.
The new television commercials direct viewers to www.century21espanol.com, the CENTURY 21(R) System’s Spanish-language consumer Web site. In addition to the more than 250,000 property listings available on average every month on this site, Spanish-speaking consumers have access to unique real estate and cultural information including a First-Time Homebuyer’s Guide and an award-winning Hispanic Heritage mini-site.
Posted by Ahorre at 09:30 AM
May 16, 2006
Hispanic Yellow Pages Directorio en Español
HYP Network, an independent publisher of Spanish language yellow pages directories in the United States launched its new Directorio en Español in New York City.
It also announced that it has hired Andrew Sklerov as General Sales Manager to lead its expansion. “Andrew Sklerov is a great addition to our team of yellow page professionals. Andrew brings a strong knowledge of this market and experience in sales and pages sales management in this important Hispanic market,” remarked Patrice Listfield, Chief Executive Officer of HYP Network LLP. “Launching Directorio en Español in NYC is an important step as HYP Network will have a presence in 9 of the top 10 markets based on their Hispanic population,” explains Ms. Listfield.
About HYP Network
HYP Network is the leading independent publisher of Spanish language yellow page directories in the United States. The Company presently publishes directories in Atlanta and North Georgia, GA, Tampa, Orlando and Sarasota/Ft. Myers, FL, Chicago, IL, Dallas and Houston, TX, Phoenix, AZ, Washington DC, Maryland and Virginia. The Company has expanded into Miami and Ft. Lauderdale, FL area as well as New York City with these new Directorio en Español titles. The Company is majority owned by ABRY Partners of Boston, MA.
Posted by Ahorre at 06:53 AM
April 08, 2006
Asociacion Nacional de Agencias Hispanas de Publicidad
Por Róger Lindo de La Opinion - El nuevo presidente de la Asociación Nacional de Agencias Hispanas de Publicidad (AHAA), puso ayer de relieve la creciente diversidad y evolución del mercado hispano en Estados Unidos, el cual ya no encaja en los moldes de antaño.
“La profesión de publicista hispano fue originalmente una industria creada para comunicarse con un segmento al que no se le hablaba, que era el segmento monolingüe en español”, aseguró Carl Kravetz.
Sin embargo, el mercado, así como los hispanos, han crecido y evolucionado y cada vez vez hay más latinos graduados universitarios, los que constituyen una veta rica para la publicidad comercial, señaló.
“Ya no podemos asumir que todo el mundo de habla hispana es una persona de baja educación, inmigrante, con trabajos mal pagados”, siguió diciendo el publicista, quien hizo notar que el mercado hispano se ha diversificado mucho, y que aun personas que no hablan el español conservan importantes lazos culturales de raíz hispanoamericana.
Esta comprensión, dijo, pone en manos de la publicidad nuevos medios y múltiples formas de comunicación con los grupos que forman ese mercado, y que pueden expresarse igualmente en español como en inglés, y en algunos casos, con una mezcla de ambas lenguas.
Alex López Negrete, quien ayer entregó la batuta de director a Kravetz, dijo que el mercado hispano continúa experimentando un gran crecimiento y la afluencia de grandes corporaciones que buscan ávidamente al consumidor latino.
Además de los medios hispanos escritos y electrónicas, firmas de la talla de Fox, ABC, AOL e instituciones como AARP desplegaron puestos de exhibición en el evento.
Posted by Ahorre at 02:11 PM
March 19, 2006
Becks Multicultural Beer Advertising
Beck’s and Beck’s Premier Light are set to launch an extensive multicultural advertising campaign focused on the Hispanic consumer. This is the brand’s first fully integrated advertising campaign created specifically for the Hispanic market. The campaign kicks off on March 20 with television, out of home, and radio advertising. All media will launch simultaneously and run into the fall of 2006.
The campaign strategy communicates a message of freedom of expression and captures the essence of the Hispanic community’s confidence to embrace their culture and heritage while living in the United States. The Hispanic consumer feels comfortable drinking a brew different than their general market counterparts and regards Beck’s as their premium beer of choice. The key icon featured prominently on the Beck’s label is popular and plays an important role in the advertising campaign. “This is your key. This is your beer.” tagline intends to make the brand more approachable without comprising its premium imagery.
Television ads with the tagline “Asi Eres. Asi La Tomas” (This is how you are, and this is how you drink) will run on Univision, Telemundo and Telefura. The out of home billboard ads will be market specific with the city skyline and headline that reads “Vive en Ingles, pero sientes en Espanol” (You live in English but feel in Spanish). Hispanic specific radio spots will run for on select radio stations.
“The Hispanic market has always been a strong supporter of Beck’s and Beck’s Premier Light. This market is very important to us and we’ve created a campaign that speaks to their lifestyle and strength of character that identifies with the brand’s attributes,” said Victor Melendez, director of European brands at InBev USA.
The Beck’s and Beck’s Premier Light ad campaign will run in Metro New York, Chicago and Miami and is accompanied by a Hispanic specific promotional campaign in both on- and off-premise accounts highlighting the world cup games. In addition to soccer viewing parties in the targeted markets, the brand will give away four trips to Germany in support of the World Cup.
The Beck’s multicultural advertising campaign was produced by Lapiz Integrated Hispanic Marketing / Leo Burnett in Chicago.
Posted by Ahorre at 04:46 PM
January 20, 2006
Hispanic Ad Notas With Advertising Age
HispanicPR - HispanicAd.com and its sister publication Adnotas.com are proud to announce an expanded relationship with Advertising Age, which now includes a weekly article to be posted on the web sites. Advertising Age is globally known for their leadership position in the advertising trade journal environment.
“The US Hispanic and Puerto Rico advertising, marketing, media, research and sales professional depends on our constant effort to supply a constant stream of news, pertinent articles and interactive tools that help increase the intellectual property of our Industry”, stated Gene Bryan – CEO of HispanicAd.com and Adnotas.com. “We have enjoyed a unique relationship with Advertising Age that has been mutually beneficial to all of us in helping promote the viability of the US Hispanic Market and Puerto Rico”.
"Advertising Age has been covering the Hispanic market for 20 years. Our commitment to this market has grown over those years and the partnership with HispanicAd.com is another step in our plan for growth, and our commitment to this market."
The unique special weekly segment is written by Advertising Age and is posted un-edited on HispanicAd.com and Adnotas.com, also offering access to the un-matched resources of AdAge.com.
This segment of HispanicAd.com and Adnotas.com will be sold separately from the remainder of the sites. The effort will be supported promotionally and will include special packaging that synergizes the Advertising Age’s monthly Multicultural section along with HispanicAd.com and Adnotas.com.
Advertising Age articles will begin appearing on HispanicAd.com and ADnotas.com beginning on January 23, 2006.
For more information please call Gene Bryan at 914-734-8264 or gbryan@hispanicad.com or gbryan@adnotas.com
About Advertising Age
Advertising Age is the premier publication reporting on advertising, marketing and media. For 75 years, we have spotted trends and exposed relevant opportunities for marketers and their agencies. We deliver news and cover the debates that follow. And we give it all context and meaning. Our core readers are top-level executives from Fortune 500 companies and their agencies. More than 239,000 advertising, marketing, media and other professionals rely on Advertising Age every week as the definitive source for editorial insight, exclusive analysis, data and the broadest scope of industry news anywhere. Advertising Age has correspondents in many countries and maintains bureaus in New York, Boston, Chicago, Los Angeles, Detroit, San Francisco, Washington, D.C., Hong Kong and London.
About HispanicAd.com
Since its launch in February 1999, HispanicAd.com (www.hispanicad.com) is the US Hispanic Market's leading advertising and media news trade journal in the targeting the advertising and media professional. A division of Hispanic Media Sales, Inc., HispanicAd.com offers daily news and updates, weekly articles, information on individuals and corporations that define the US Hispanic Market advertising industry, and a weekly newsletter to more than 15,000 subscribers weekly. HispanicAd.com also features reader forums, polls and other interactive opportunities.
About ADnotas.com
Since its launch in June 2004, ADnotas.com (www.adnotas.com) is the leading advertising and media news trade journal in the Caribbean targeting the advertising, media and sales professional. A division of Adnotas, Inc., Adnotas.com offers daily news and updates, weekly articles, information on individuals and corporations that define the advertising industry in Puerto Rico, and a weekly newsletter to more than 6,500 subscribers weekly. ADnotas.com also features regular contests and reader forums, polls and other interactive opportunities.
CONTACT:
Gene Bryan
(914) 734-8264
gbhms@mindspring.com
Posted by Ahorre at 01:29 AM
January 05, 2006
Hispanic Market English TV Programs
English-language shows aimed at second- and third-generation acculturated Hispanics (those who identify themselves as both Hispanic and American). Since April 2002, Maximus Productions and AIM Tell-A-Vision (AimTV), both subsidiaries of New York-based Artist and Idea Management, Ltd., has been producing and marketing shows like LatiNation, Sonidos, Urban Latino and now, American Latino. AimTV says its product has spread to 60 million homes, almost exclusively through broadcast syndication. SíTV says it reaches 10.5 million Hispanic homes via cable, while mun2 claims 10 million. Hispanc Magazine
Posted by Ahorre at 08:31 AM
December 07, 2005
2006 Budgets Spanish Hispanic Market
AdAge.com - Marketers and their agencies are split over whether the future of Hispanic media is in English or Spanish, but plan to increase their spending in 2006 regardless of language.
81.2% of respondents (0f 479) expect the Hispanic ad budgets they are responsible for to grow in 2006, while 16.8% will remain the same and just 2.0% are likely to fall.
65.2%, will increase online. 62.8%, spend more on events and buzz marketing. Slightly more than half will boost radio and TV. Newspapers fared the worst, 31.6% said they plan to spend more on the medium, while 17.5% expect to cut newspaper spending and half said they will stay at the same level.
Posted by Ahorre at 10:29 AM
November 08, 2005
Define: What is Invertising
--Helping people make purchase decisions when they are seeking advice, such as with search marketing.
--Providing regular product and category information when they request it, as in the case of opt-in e-mail programs.
--Delighting with ads featuring entertaining, funny, intriguing, and challenging content such as adver-movies, adver-games, and other forms of adver-tainment that consumers go out of their way to download or copy the URLs in order to enjoy them repeatedly and forward them to their friends.
Invertising refers to various forms of marketing that consumers invite into their lives.
No other advertisement in any medium in the last 10 years has generated the same amount of excitement in the ad community as the wacky interactive Web site
Posted by Ahorre at 11:21 PM
November 02, 2005
Anheuser Busch Hispanic Media Budgets
Continuing its significant commitment in the growing Latino community, Anheuser-Busch Inc. will increase its 2006 Latino media budget by 66 percent to more than $60 million. The most significant investment comes in the area of national media spending that will increase three times the 2005 levels to more than $30 million.
As part of the enhanced Latino marketing program, Anheuser-Busch will balance its strategy with a combination of premier Latino sports and entertainment properties, including a sponsorship finalized today with Univision’s popular weekend sports news program “Republica Deportiva.” Anheuser-Busch gains product placement inside Deportiva’s bar setting, including tap handles, neon signage, bottle displays and animated billboards, multiple ad placements and logo rights to the Univision and “Republica Deportiva” marks.
“We take great pride in everything we do involving the Latino community, and this landmark media plan is another example of supporting programming that is important to adult Latino consumers,” said Tony Ponturo, vice president of Global Media and Sports Marketing, Anheuser-Busch Inc. “Latinos are incredibly loyal beer drinkers. We recognize they have contributed to the success of Budweiser and Bud Light in a big way, so it is central to our company’s commitment to support the TV programming, music and sports activities and lifestyle initiatives that Latinos value.”
Anheuser-Busch continues to outspend the competition in local and national Latino media support, focusing on national media that appeal to Latino lifestyles and local outlets that reach a variety of Latino communities. In 2005, Anheuser-Busch spent more than any other brewer in local and national television, print and radio advertising in Latino markets. As Anheuser-Busch increases Latino marketing investment in 2006, the margin over competition will increase too.
Key to Anheuser-Busch’s popularity among Latino consumers is the company’s commitment to developing programs and supporting events that are important to the culture. All of Anheuser-Busch’s Latino-themed TV advertising is developed with leading Latino-owned agencies. The company’s sports and music sponsorships include the Mexican National Soccer Team, the 2006 FIFA World Cup in Germany, Major League Baseball and it 26 domestic teams, marquee professional boxing events, Major League Soccer and its 12 teams, Juanes, Carlos Vives, Maxim Enfocate, as well as adverting on programming around Futbol Liga Mexicana, Premio Lo Nuestro, Latin Grammys and Primetime Novelas and late night shows.
The enhanced media plan is designed to reach a strong national television audience with emphasis on Latino cable entertainment and national sports. Additional dollars will be shifted toward the ever-increasing Latino Internet presence.
Local media buys will also see an increase, with particular emphasis on markets with high populations of Latino consumers, including Los Angeles, New York, Miami and Chicago, along with emerging markets such as Atlanta, Orlando and Las Vegas. Smaller markets with high Latino concentrations, such as El Paso and McAllen, Texas, will also see an increase in Anheuser-Busch spending.
Currently 11 percent of U.S. beer industry volume is made up of adult Latino consumers, and Latino beer drinkers account for 12 percent of Anheuser-Busch’s overall sales volume. Anheuser-Busch has the No. 1 and No. 2 beer brands in the Latino market, Bud Light and Budweiser. Anheuser-Busch’s market share in the Latino community is 48 percent*, compared to SABMiller’s 15 percent* share.
Anheuser-Busch’s support of the Latino community dates back more than a century. In addition to marketing and media programs, Anheuser-Busch currently supports approximately 400 community-based, local and national Latino organizations and special events with contributions totaling nearly $48 million during the past two decades. Anheuser-Busch focuses on those values that are important to Latinos, such as education, leadership development, economic empowerment, public advocacy, and arts and culture. In the past 22 years, Anheuser-Busch has helped raise more than $22 million to provide more than 18,000 college scholarships to deserving Latinos.
Posted by Ahorre at 08:19 PM
November 01, 2005
Hispanic Media Dollars
Surging interest in the Hispanic economy is reshaping Hispanic media markets from print and radio to television and the Internet. Fueled by growing advertising dollars and investment, dozens of new players this year have begun ramping up competition across the country.
The nation's advertisers spent an estimated $3.1 billion to market their products in 2004 to the Hispanic community, up 45 percent in just the past four years. And all but three of Hispanic Business magazine's Top 25 Hispanic Advertising Agencies increased their billings, bringing the group's cumulative total to almost $1.9 billion.
Spanish-language publications are in full growth mode with several new competitors in races to build national or regional newspaper chains. In the radio market, Hispanic companies are maneuvering for position, bolstering strongholds, and sprinting to establish dominance in newly emerging mid-size markets. In TV, English-language and specialty networks are emerging to tap an increasingly acculturated consumer. And after years of sluggish growth, Internet advertising to Hispanics is expected to reach $75 million this year, up 67 percent from a year ago.
Posted by Ahorre at 08:49 AM
October 21, 2005
Print Advertising Guidelines
Entrepreneur - What works in ads doesn't always make intuitive sense, so follow these basic guidelines to create an ad that gets and keeps you in business.
Numero Uno - A print ad commands only a tiny slice of the reader's time and attention. Expecting it to represent your business, explain your offerings and instantly build a buy-sell relationship with your prospects is about as reasonable as asking your customers to accept a proposal from a perfect stranger.
Numero Dos - Your most important message is the answer to the question all your prospective customers will be asking: "What's in it for me?" So put it where people look first-in your headline or in a caption for your visual.
Numero Tres - Write for eyes, not brains. You never read the ad sections of the paper word for word. Neither will your customers. At most, they'll skim over the page, and their brains will activate only when their eyes are captured by a key word, phrase or image.
Posted by Ahorre at 03:18 PM
October 17, 2005
About Hispanic Magazine Advertising
Puerto Rico AdAge.com -- U.S. Hispanic magazines face a bigger struggle for revenue growth -- and often offer deeper rate-card discounts -- than their general market counterparts, speakers told attendees at The first U.S. Hispanic Magazine Summit convened over the weekend at the Conquistador Resort & Spa in Puerto Rico. the first Hispanic Magazine Summit, which opened the American Magazine Conference in Puerto Rico on Oct. 15.
Judging from the 140 participants at the gathering in the Wyndham el Conquistador Resort & Spa, many more Hispanic magazine launches are on the way. The summit was sponsored by the Magazine Publishers of America and Advertising Age.
Small part of media spend
Hispanic magazines received just 2.9% of total Hispanic media spending, compared to 17% for magazines in the general market, attendees were told. Eduardo Michaelsen, the keynote speaker and CEO of Editorial Televisa, said some Hispanic titles discount up to 30% or 40% off rate card prices. Publishers estimated total spending on U.S. Hispanic magazines is about $140 million a year.
Advertisers who have declined to buy into Hispanic magazines often cite too few titles, tiny reach, not enough accountability, and even the common refrain: “We don’t use print.”
One challenge, for instance, is that U.S. Hispanic magazines rely on data from Simmons Market Research Bureau, which includes Spanish-speaking consumers, although many would like to use Mediamark Research (MRI). But MRI conducts research only in English, a serious disadvantage for Spanish-language titles. Publishers at the summit were hopeful that MRI will soon include Spanish-speakers, enabling them to add or switch to MRI data.
Competing with Hispanic TV
Hispanic media, after all, emerged in the U.S. primarily as the province of Spanish-language TV. While print preceded TV in the U.S. for general-market audiences, Hispanic publishers are now trying to build a revenue base for Spanish- and English-language and bilingual magazines from advertisers and agencies more accustomed to spending money on Spanish-language TV network Univision.
Panelists warned that lack of research on Hispanic magazines prohibits some big advertisers from getting more fully in the game.
Sonia Green, director of diversity marketing and sales for the Hispanic market at General Motors Corp., said many Spanish-language or Hispanic-focused publications cannot pass the prerequisites of GM's media-buying unit, PlanWorks, such as minimal circulation levels, membership in the Audit Bureau of Circulations or in BPA Worldwide, and independent readership studies from MRI or elsewhere. That’s where savvy Hispanic marketing directors often come in. Ms. Green sometimes relies on her knowledge of Hispanic consumers to direct a media buy that doesn’t meet circulation or audit criteria but brings in Hispanic car buyers nevertheless.
GM is No. 2 Hispanic print buyer
Other titles, like Meredith Corp.’s women's magazine Siempre Mujer, launched last month, and Time Inc.'s market-leading People en Espanol, both earned GM advertising on the strength of their franchises and publishing companies’ track record, Ms. Green said. GM was the No. 2 Hispanic magazine print buyer last year after Procter & Gamble Co.
P&G is less flexible on metrics. Fina Di Salvo, U.S. ethnic communication planning and media manager, said, “We really believe in accountability.”
In one accolade to Hispanic print, Bob Corscadden, senior VP and chief marketing officer of Tyson Foods, said his company spends more than $1 million a year, about 20% of its Hispanic budget, on Hispanic magazines, divided among seven titles. Citing some of the added value Tyson gets from Hispanic titles, Mr. Corscadden said the mother of People en Espanol publisher Jackie Hernandez-Fallous still keeps on her fridge Tyson’s useful tear-out seven-day menu planner from that magazine.
Language debate
Although it’s pretty clear that the future of Hispanic media includes both Spanish and English, every Hispanic ad gathering sparks a debate about language.
Nancy Tellet, VP-director of strategic planning and media services at Siboney USA, chided other speakers: “It is about readers; language is a tool.”
Manny Gonzalez, brand director, Scotch, Diageo North America, said, “It’s not about language, it’s cultural relevance.”
But for Rick Marroquin, director of Hispanic marketing for McDonald’s USA, the unexploited niche is titles for young, Spanish-dominant Hispanic males.
“For our marketplace, Spanish language is the homework,” he said. “You’ve got to do the homework before you do the extra credit of English.”
Big Mac's 'default agency'
He noted that Spanish is finding its way into ads done by his general market agencies, while McDonald’s Hispanic shop, Del Rivero Messianu DDB, has become the “default agency” on the Big Mac brand.
“That’s not by accident but by design,” he said. “Hispanic consumers overindex on Big Macs. [At Del Rivero Messianu DDB] they do the English, the Spanish, the Spanglish.”
Like many other marketers, Mr. Marroquin notices an increase in Hispanic titles.
“I feel like I get a new Hispanic magazine that is launching across my desk every week,” he said.
A few of the publishers roaming the Hispanic Magazine Summit included:
* 4 M Cuatro Media plans a February launch for a Spanish-language sports magazine using the Fox Sports name, which it has licensed. That magazine will compete head-on with ESPN Deportes La Revista, introduced earlier this year as part of a multiplatform brand that started with a TV channel and added radio this month. Further competition comes from Sports Illustrated, which will publish four Spanish-language issues this year distributed as controlled circulation to Time Warner’s Hispanic database.
* Executives from Emmis Publishing’s Tu Ciudad (Your City), an English-language lifestyle magazine for Hispanics about Los Angeles that is four issues old, estimate it will take three-and-a-half years to break even but they are already scoping out other cities like New York and Miami to extend the Tu Ciudad brand.
* Miami-based Spanish-language celebrity title Fama hopes to spin off two regular inserts into separate magazines, starting with Viviendo (Living), followed by Mujeres al Volante (Women Behind the Wheel), which is targeted at female car buyers and featured GM's Ms. Green on a recent cover.
Concluding the summit, Wayne Eadie, senior VP for research at the Magazine Publishers of America, pledged a portion of the MPA’s Future of Magazines ad campaign to educate media buyers about Hispanic print.
“It doesn’t take too many percentage points moving one way or another to make it a good day for all of us,” he said.
Mr. Eadie also described a research program in the planning stages that would demonstrate the higher pass-along rate, the powerful relevance and other advantages owned by the Hispanic press. With funding in place from a number of publishers, and cooperation from the Association of Hispanic Advertising Agencies, the hunt is on for a brand that is willing to participate.
Posted by Ahorre at 11:29 AM
September 26, 2005
Association of Hispanic Advertising Agencies
Association of Hispanic Advertising Agencies (AHAA), 9th semiannual conference
Breaking Barriers, at New York's Hilton Hotel, September 28 to 30, 2005. More than 500 leading Hispanic advertising minds are expected to gather in New York to participate in two full days of workshops, discussions and roundtables designed to challenge conventional thinking about how to reach the cultural, linguistic and ethnic diversity of Hispanic consumers. Conference topics include:
The Future of Hispanic Advertising -- Advertisers to the Hispanic market have broken many barriers to gain both the credibility and attention enjoyed today, but what's next? Chairman of AHAA, Alex Lopez Negrete, will provide insights into the future of Hispanic advertising, and how industry professionals can continue to break barriers by
staying ahead of the game.
* Keynote speaker Bob Isherwood, worldwide creative director for Saatchi & Saatchi, will explore the importance of ideas and innovation in creating long-lasting and substantial relationships with consumers.
* Marketing to Latinos, a session detailing what it takes to market to the Latino audience with marketing executives from Toyota and Procter & Gamble.
The 7th Annual Hispanic Creative Advertising Awards Gala honoring the best Hispanic targeted advertising across television, radio, newspaper, magazine, out-of-home, direct marketing and interactive.
AHAA presents The Caballero Award to industry icon to Alicia Conill. Conill is often referred for as the mother of the Hispanic advertising industry. The Cuban born trailblazer founded Conill advertising, which is now 100% owned by Saatchi & Saatchi and generated an estimated $72 million in billings last year.
In addition, three targeted content tracks will provide opportunities for in-depth exploration and discussion of issues and trends faced by agency principals, account planners and creatives.
The conference also will feature an exclusive U.S. screening of the year's best Spanish-language advertising and production from the Festival Iberoamericano de la Publicidad (FIAP) on Friday, September 30. The conference concludes with the 7th Annual AdAge Hispanic Creative Advertising Awards Gala, which will recognize the best of Hispanic creative with honors in television, radio, print, out-of-home, interactive, direct, non-traditional
and best in show.
"AHAA and its members, through their successful campaigns, continue to show the entire advertising and marketing industry why corporations should use Hispanic agencies," said Alex Lopez Negrete, AHAA chairman.
"This conference will continue to highlight to the media and attendees the growing sophistication and predominance of Hispanic advertising."
Posted by Ahorre at 04:11 PM
About AHAA - Hispanic Advertising Agencies
The Association of Hispanic Advertising Agencies is the national organization of firms that specialize in marketing to the nation's 40 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors.
AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA helps organizations gain market share, increase revenue and grow profits by building the bridges and delivering the messages to reach America's Hispanic consumers, who together have an estimated buying power of $700 billion.
SOURCE Association of Hispanic Advertising Agencies Web Site: http://www.ahaa.org
Posted by Ahorre at 11:17 AM
September 13, 2005
Telemundo Internacional
Telemundo, announced the re-launch of the Network's Latin American cable network, "Telemundo Internacional". Antoinette Zel, Telemundo's Senior Executive Vice President of Network Strategy, made the announcement as part of a continuing effort to grow the company's multi-channel portfolio and solidify its competitive position in the ever-growing international market.
"Telemundo Internacional" will evolve into a Spanish language general entertainment channel that will showcase the breadth of Telemundo's programming and more closely resemble the Telemundo US broadcast network. The new channel strategy will reflect the best of Telemundo's original programming in the US and will also take advantage of Telemundo's creative and promotional resources. In addition, the new programming strategy will create an enhanced distribution and marketing vehicle for Telemundo's original content in the international arena.
"Clearly, there is a strategic opportunity for Telemundo to fill a void in the genre of Spanish-language original programming, but on a multi-channel platform internationally," said Zel. "It's an exciting time for our cable and satellite partners, and our loyal viewers, as we are supremely focused on continuing to celebrate the Telemundo brand as representative of a unique voice in the production of first rate novelas, fresh talent and general entertainment programming."
The re-launch process will start immediately, with a full re-launch scheduled for the fourth quarter. As part of the initial stage, although current Telemundo network news content will remain the same, the daytime news programming will be replaced with popular hit-novelas. This strategy is in line with Telemundo's relentless commitment to deliver the best in journalism to all Hispanics in the US and to continue reinforcing the quality of the network's news coverage to this ever-growing audience. All employees impacted by this strategy will be offered opportunities to apply for positions offered company-wide at Telemundo, NBC Universal and General Electric.
Posted by Ahorre at 05:20 PM
September 11, 2005
2005 Advertising Expenditures
Total advertising expenditures for the first half of 2005 increased 4.5 percent, compared to the same period in 2004, to $70.5 billion, according to data released today by TNS Media Intelligence (TNS MI). The 4.5 percent first half growth follows a first quarter increase of 4.4 percent, indicating that the advertising market is maintaining spending.
On the other hand, US Hispanic media expenditures have slowed down since the initial report this year by TNS that stated that US Hispanic advertising expenditures would grow by 10.5% for 2005 vs. 2004 and that they grew by 5.8% in 1stQ 2005 vs. 2004. TNS states that for the first half of 2005, US Hispanic advertising expenditures grew by 3.4%, a figure that potentially could put the market in low 2% growth rate for total 2005 and/or flat or below 2004.
“The first half ad expenditure numbers demonstrate sustained momentum from the first quarter of the year,” said Steven Fredericks, President and CEO of TNS Media Intelligence. “The 4.5 percent growth rate for the period is slightly higher than our forecast of 4.1 percent issued earlier this year. The advertising market continues to outperform the general economy but the third quarter will be a much more difficult comparison period because of last year’s stimulus from the Summer Olympics and national elections.”
Ad Spending by Media
Cable TV continued to be a strong sector, rising 15.3 percent to $7.9 billion, due to higher unit rates, increases in commercial time and larger audiences. Internet display advertising advanced 9.4 percent to $3.9 billion, again outpacing the total market. Other strong categories were Outdoor, with a 9.3 percent increase to $1.6 billion; and Consumer Magazines, with a 9.1 percent increase to $10.5 billion. By total dollar amount, Local Newspapers and Network TV led all media at $12.2 billion and $11.6 billion, respectively, during the first half.
National media (7.4 percent growth to $44.9 billion) outpaced local media (0.1 percent decline to $25.7 billion) during the period. Spot TV expenditures fell 6.1 percent due to declines in political advertising, non-domestic automotive and telecommunications.
Ad Spending by Category
All of the top 10 advertising categories, which represented 50.1 percent of all advertising expenditures, exhibited growth for the period with the exception of Non-Domestic Automotive, which posted a 0.6 percent decline. Domestic Automotive, with a 5.1 percent increase, continued as the largest category with $4.2 billion in expenditures. Direct Response posted the largest increase, up 19.9 percent to $2.9 billion.
Several notable categories decreased their ad spending during the period. Prescription drug advertising edged downward by 0.4 percent to $2.25 billion as pharmaceutical companies cut back on consumer marketing in the face of increased public and governmental scrutiny. Retail department stores registered a 3.2 percent decline to $1.87 billion and movie advertising tumbled 6.2% to $1.82 billion.
Ad Spending By Company
Among the leading advertiser companies, General Motors surpassed Procter & Gamble to claim the top spot during the period. The Top 10 advertisers collectively increased their ad spending by 5.5 percent and accounted for one of every eight dollars spent in measured advertising.
For more information at
>http://www.tns-mi.com
Posted by Ahorre at 04:53 PM
August 31, 2005
Spanish Advertising 2005
(AdAge.com) -- U.S. Marketers upped their spending on Spanish language television in the first half of 2005 by 15%, compared with the same period last year, according to Nielsen Monitor-Plus, the advertising unit of TV measurement company Nielsen Media Research. The sector, dominated by Univision in the U.S., saw the biggest jump in spending of all media in the first half.
Posted by Ahorre at 11:16 AM
August 16, 2005
Spanish Verizon Hispanic Advertising
Hispanic Ad Through a series of television commercials, print, Internet ads and a unique Web experience, Verizon’s broadband experience puts Hispanic consumers in the center of the action, delivering richer experiences that are, as the theme of the campaign states, "A Todo Lo Que Da"
The campaign, developed by Verizon’s Hispanic corporate ad agency, La Agencia de Orci & Asociados, mirrors Verizon’s mass market advertising campaign that brings to life the company’s “Richer. Deeper. Broader.” Broadband experience.
The Spanish-language campaign was developed after Verizon asked Latinos in four major markets to share their broadband stories. From meeting people online to making purchases, from learning recipes to creating and sharing their own music, Latinos are living online “A Todo Lo Que Da” and Verizon is showcasing their experiences.
“The research we did was invaluable,” said Amy Rubenstein, Verizon vice president of Brand Management. “We found that Hispanics have real and unique online interests and lifestyles. And we developed advertising that would bring these insights to life.”
Four original TV spots created specifically for the Hispanic market provide a glimpse of what consumers do in their online lives, from starring in their own Lucha Libre web movie to competing in virtual DJ battles. The spots, “DJ,” “Window,” “Baseball,” and “Wrestler” create relevant stories that connect with Hispanic consumers, making broadband more tangible for them. Two additional TV spots adapted from the company’s general market campaign reflect hyper-real situations to convey the powerful experience.
Four original print executions center on broadband “must haves” for Hispanics: music, sports, entertainment, and online gaming. Specifically, the ads capture the dual personalities of Hispanics—real and virtual—they express in life and online. Through broadband, Hispanics can be who they want to be 24x7.
Posted by Ahorre at 03:16 PM
August 13, 2005
Hispanic Local TV on Cable Stations
By George Winslow -- Broadcasting & Cable
Anyone who doubts that a rapidly growing Hispanic population is changing the face of American television should visit San Antonio, Texas. Here, Hispanics are already the dominant ethnic group, comprising about 60% of the Nielsen TV market. Because of that, cable can't rely just on its roster of Hispanic channels. It needs close ties with local Univision, Telemundo and Azteca America stations.
“For us, Hispanic marketing isn't a matter of reaching a minority,” explains Jeff Henry, VP of marketing and product development for Time Warner Cable in San Antonio. “Hispanics are the majority community, and the broadcasters have the widest reach in the community.”
Beyond its local stations, the Azteca America network provides Time Warner's system with 13 hours a week of video-on-demand (VOD) programming. Likewise, the affiliate station run by the Una Vez Mas station group has agreed to provide a VOD service featuring local and international news in Spanish. This spring, the operator launched a similar English-language local-news service with NBC affiliate WOAL.
“The operators are looking for ways to attract Hispanic subscribers, and we have new low-power stations coming into the market that need carriage,” says Karsten Amlie, VP of Una Vez Mas, which operates 13 low-power stations in 14 markets. “You have to be careful not to cannibalize your audience. But when done right, we think VOD helps promote both of our products.”
No other Hispanic broadcaster has been so willing to make VOD deals. But some of the major broadcasters and cable operators have inked agreements to beef up their cross-promotional efforts.
For example, Spanish-language broadcaster Entravision Communications has a retransmission deal that gives its full-power Univision and low-power Telefutura stations carriage on all Time Warner Cable systems where Entravision has a station.
“It's a very valuable relationship,” says Entravision President/COO Philip Wilkinson. “Beyond the obvious carriage agreements, we have reciprocal ad agreements in many markets.”
Mauro Panzera, senior director of multicultural marketing at Comcast Cable, concurs. “It's a huge help when we are able to market [our Hispanic tiers and packages] on local broadcast stations,” he says. “There are many ways that we can help each other.”
Promotional and programming alliances with Hispanic broadcasters are likely to become even more important as cable operators battle direct-broadcast– satellite providers Dish Network and DirecTV. Both launched large Spanish-language packages in 1999 and still have much larger subscriber counts for their Hispanic video packages.
That's why local programming and VOD have become particularly important for cable strategies in heavily Hispanic markets.
Says David Jensen, VP of international programming at Comcast Cable, “VOD is the main differentiator between cable and satellite. The Azteca America VOD programming that we launched this spring is some of the most popular product we have among both Hispanic and Anglo audiences.”
Most of the other broadcasters, however, have been more cautious. For example, cable operators often want to advertise on local stations to let viewers know all the Hispanic programming that cable offers. Univision and Telefutura stations generally allow that, but the stations put some restrictions on what those commercials can say. And neither Univision nor co-owned Telefutura offers VOD programming. Discussions with NBC Universal-owned Telemundo about VOD have gotten wrapped up in larger talks with the parent network that could drag on much longer.
But clearly, many cable operators want to make a VOD deal.
Posted by Ahorre at 06:25 PM
June 20, 2005
Marketing to Hispanics in Spanish - Where Hispanics Shop
Tilde Herrera HeraldToday.com- Colombian-born Ricardo Diaz is open to varying cuisines and American products but admits Spanish-language advertisements get his attention fast. "They don't have to because it's their country," Diaz said of United States-based companies that choose to target the Hispanic community. "But money talks."
And since the 2000 census, more companies than ever are listening. Hispanics, the fastest growing demographic in the country, are projected to enjoy the most substantial increase in spending power during the next 15 years. But the group's diversity, coupled with the language barrier, can make Hispanic marketing a challenging prospect.
"All Hispanic communities are growing," said Pedro Perez, vice president of Nuevo Advertising Group in Sarasota. "Any Hispanic marketing done is not a hard sell."
The $4 billion Hispanic advertising industry is outpacing all other sectors of advertising, according to the Association of Hispanic Advertising Agencies.
Some companies, such as Anheuser-Busch, have courted Hispanic and African-American consumers for years, said John Saputo, owner of Gold Coast Eagle Distributors, an Anheuser-Busch franchisee.
"We have at Anheuser-Busch try to be ethnically relevant in our marketing efforts," Saputo said. "We recognize the power, the burgreoning ecomonic power, that is blossoming throughout the country."
According to an Associated Press story about a Census Bureau report issued Thursday, there are 41.3 million Hispanics in the United States - or one in every seven people. In all, the U.S. gained 2.9 million people from 2003 to 2004, and half of them were Hispanic.
Census figures show that in 2000, 9.3 percent of Manatee's population was Hispanic or Latino.
According to the Selig Center for Economic Growth, Hispanic buying power is projected to reach about $1 trillion by 2008, a 357 percent increase from 1990.
But marketing to Hispanics isn't easy because of the subsets within the population.
No broad marketing brush
Although two-thirds of the Latino population is of Mexican origin, there are approximately 17 different groups represented, according to Dr. Roger Selbert, a trend expert and owner of Growth Strategies, a California-based research firm.
That variety makes it difficult to paint with a broad marketing brush, Perez said.
"The problem is no one knows how to do it correctly," Perez said. "Everyone wants to do something but they're afraid of offending people or the message is not what they want it to be."
Perez cites an infamous blunder by Microsoft in its marketing of products in Latin America. The company's Spanish language version of Windows XP software gave users the option of specifying gender. The choices: "not specified," "male" or "bitch."
Many others, Perez said, have made the faux pas of not understanding their target audiences.
Success often depends on a multi-pronged approach.
"Whatever marketing is done, it's not a question of putting an ad in this publication and waiting for calls to come in," Perez said. "What I've found is putting an ad in a publication without having an actual ad campaign is like hunting for ducks, shooting up in the air and hoping you hit a couple."
Perez said companies that recruit bilingual employees to serve the Hispanic customer base have a leg up on the competition.
Others are trying to break the mold by brand building and brand development through grassroots marketing.
"Create some connection between the community and the product," Perez said. "Include them in the conversation."
Soccer sponsorship
Anheuser-Busch has tried to make inroads into the Hispanic community in Palmetto by becoming part of it.
"The most successful (marketing approach) has been the grassroots soccer league sponsorship," said Andrea Saputo Cox, director of marketing for Gold Coast Eagle Distributing, which handles Budweiser and Bud Light in Manatee and Sarasota counties.
Soccer Marketing and Promotions, based in Miami, acts as an intermediary between adult soccer leagues and sponsors.
"The way the program works, we ID some of the key soccer leagues in certain areas around the state," said President Tom Muloy. "We go out to the (league) president and say, 'Look, we want to be around. This is what we want to do.' "
The sponsor subsidizes uniforms, gives T-shirts to players and special bags to coaches, sets up tents during games, sends coaches to training clinics, and allows coaches to use distributor facilities.
Anheuser-Busch has about 15,000 players in its sponsored leagues throughout Florida and Georgia, Muloy said.
Francisco Valle Jr., president of the Latin American Soccer League in Palmetto, said players value the sponsorship but he doubts it has a significant impact on the choices they make as consumers.
"Everybody drinks whatever they like," Valle said. "If you drink Pepsi, you wouldn't start drinking Coke because you're supposed to."
Valle's sentiment echoes something over which many marketers salivate: brand loyalty is traditionally fierce among Latinos.
The local market share of Anheuser-Busch products is strong, Saputo said. But he believes the outreach, and its positive impact on the local Hispanic community, should not be overlooked.
"If we have positively influenced 1,000 Hispanic soccer players and they tell 10 people, we'll have positively influenced 10,000," Saputo said.
Using sports to market to the Hispanic audience can work well, many said.
Saputo said Anheuser-Busch sponsored events, such as a rodeo and wrestling matches, sparked large attendance.
Perez, working with Tampa Bay Storm and WRMD Rumba 680 AM, also led a successful campaign to increase Hispanic attendance at the arena football games.
During the most recent season, Perez arranged for a live radio broadcast of the games in Spanish, which was well-received by Rumba's audience, said Rumba General Manager Maria Chacon.
"It is difficult to measure because we base a lot of it on the feedback we get from our listeners," Chacon said. "We were also on site for the final game and the response we received was overwhelming."
Information from the Associated Press supplemented this report.
Hispanics
Posted by Ahorre at 05:27 AM
May 06, 2005
Hispanic Digital Ad Agency
The general market ad agencies that now control half the money spent for Hispanic online advertising can expect increasingly stiff competition from Hispanic ad agencies that want a larger part of that pie. The escalating demand for online Hispanic-related marketing services is spurring the creation of new Hispanic digital specialty shops as well as the opening of digital departments by existing Hispanic agencies. Hispanic Digital Ad Agency
Posted by Ahorre at 05:30 PM
April 22, 2005
Marketers Care More About Media Targeting
By David Kaplan- Contrary to popular belief- ad agency caviling - marketers, when it comes to return on investment for television advertising, say that they are most concerned with getting their message to the target and achieving sales goals, according to a survey by The ROI Council. The study, "Understanding Return on Investment in TV Advertising:
Advertiser and Agency Perspectives," was prepared by The ROI Council and presented at a luncheon before media buyers and planners in New York City on Thursday. The ROI Council is the brainchild of Court TV under the direction of Reichig, the cable network's senior vice president for sales strategy.
The survey of 156 media buyers, 168 media planners, 48 advertisers, and 19 account executives also found that a lower CPM is not a top-ranked goal for 2005. Planners, not surprisingly, especially value building brand image before lowering the CPM.
And despite promises of huge dividends from product placement/integration, the practice was low on the totem pole in terms of ROI, largely because it's considered even more difficult to tease out data from product placement than television commercials as a whole.
"Still, given that product placement commands $3.5 billion in spending, it's surprising that more respondents rated traditional TV advertising - cable and network - as delivering higher ROI than other media - including product placements and TV sponsorships," said a co-author of the study, Debbie Reichig, Court TV's senior vice president for sales strategy.
TV is still considered the most effective ad medium when it comes to ROI. In fact, the respondents said that the ROI value of online ads is close to TV, while print lags far behind, though buyers and planners do differ in some of these areas.
"And only a little more than half said that they use TV for the CPMs - about 80 percent pointed to the ability to target through TV that accounts for its appeal," Reichig said.
In terms of ROI leading the charge on garnering sales, media buyers and planners were close together, as 74 percent of buyers and 71 percent of planners said that was the chief reason for understanding ROI. The two sides were in similar accord on issues such as media plan versus media delivery (65 percent of buyers, 64 of planners), awareness of campaign (64 percent of buyers, 65 percent of planners), and change in market share (62 percent, 61 percent respectively).
Buyer and planners were more divided when it came to citing ROI's importance related to changing brand awareness (50 percent vs. 59 percent), cost per lead/sale (48 percent vs. 40 percent), and change in intent to purchase (37 percent vs. 45 percent).
And though the search for ROI measurements has been compared to the search for the "Holy Grail," the respondents largely said that finding comprehensive, insightful measurements is a wholly realistic goal. Nevertheless, there is a great deal of uncertainty regarding how far the industry has to go in achieving it.
"There's a sizable number of media professionals who say they don't know where the industry is at, but that's probably based on the different roles and interpretations of media buyers, planners, and advertisers," noted Kim Garcia, senior director, sales research for CourtTV.
One media planner in attendance noted that the industry is awaiting larger penetration of DVRs, which has data that contains what people are watching. "That data looks at households, so if someone is watching the Cartoon Network in the daytime to a significant extent, that tells you a lot and can contribute to a better understanding of ROI," the planner said.
However, a media buyer said that the information gleaned from DVRs or similar devices won't be enough. "DVRs will only tell you so much," the buyer said. "It won't tell whether, most of the time, the person was engaged or not. And that is essential to having a true fix on ROI."
Either way, Reichig was happy to hear the feedback and is sure that as time and technology goes by, different concerns will present themselves.
"Advertisers are driving this and, judging from the responses, it seems that the agencies are just a quick step behind them in recognizing the importance of solid ROI data," Reichig said. "And that's a very good sign for the industry."
The ROI Council is comprised of the following agencies: Carat USA, Initiative Media, MPG, Lowe Worldwide, Magna Global, Media Edge, MediaCom, MindShare, OMD, Optimedia, PHD. USA, RPA, Starcom Worldwide, Universal McCann, Zenith.
Posted by Ahorre at 12:50 PM
February 28, 2005
Target Stores Hispanic Marketing
Laurel Wentz (AdAge.com) Target broke its first original Spanish-language creative yesterday with three TV spots by independent Hispanic shop Ole of New York, and a re-launch of target.com/espanol
The campaign aims at Spanish-speakers who may have missed the basic introductory Target brand message of cheap chic conveyed in general market campaigns over the last few years that inspired English-speakers to nickname the store "Tar-zhay" in a fake French accent.
Don't understand Target
Paco Olavarrieta, creative partner at Ole, said that research found Spanish-speakers didn’t really understand Target.
“They thought it was a clothing store, or a more expensive store, and felt it was a little distant, too American, because Target was never explained to them,” he said. “Once a Hispanic goes and understands they can get Isaac Mizrahi shoes and they cost $30, they say ‘Wow’.”
Target’s first foray into Hispanic advertising last year simply adapted English-language ads. But that work had already moved beyond the basic brand message and was addressing issues like explaining to a general market audience that you could buy everyday items like toilet paper at Target, too, not just things like lamps.
Symbol but no name - So accustomed is the general market to Target ads that they even omitted the store’s name, relying on Target’s signature red color and bullseye symbol. That just wasn’t relevant to the Hispanic market.
“We told Target it was like entering a movie like The Godfather half an hour late, and you’re saying ‘Why did he kill his brother?’ You need to re-wind the movie,” Mr. Olavarrieta said.
Ole's campaign has the look and feel of the general market work by Peterson Milla Hooks, Minneapolis, but introduces Spanish-speakers to the Target brand and affordable design promise. Bright colors and sleekly designed products swirl across the screen, with lines like "Designer tea kettles at the price of tea kettles,” and “Isaac Mizrahi shoes at the price of shoes." All Target media is bought by Heyworth Group. Spanish-language print will follow.
How much online Spanish? - Target’s new Spanish-language Web site also goes live this week. A common dilemma for marketers new to the Hispanic online market is whether to translate their entire Web site, or create a Spanish-language home page with links that send users to content in English. Ole’ s advice: Start with a few Spanish-language pages that link to English-language content, monitor which links are most popular among users of the Hispanic site, then translate that content into Spanish.
“Whatever people want, that’s what you translate,” said Javier Escobedo, Ole’s managing partner and a former vice president for marketing at Univision Online. “I’ve been in Byzantine meetings with clients trying to decide which pages to translate. [For Target] is it going to be clearance items? Baby clothes? I have absolutely no idea. We’ll know in a couple of months.”
Some pages, like registries, will be in Spanish from the beginning, and the Spanish-language site will blow up employment and diversity information. Target’s Spanish-language site is tagged in the new commercials, and banner ads will run on Univision.com and Terra, he said. The banner ads will pull three-second segments from the TV spots and link to the Web site.
Posted by at 11:17 AM
February 27, 2005
Top Hispanic Advertisers
Top 50 Hispanic Market Advertisers: 2000 - 2004 -
Total monies spent by the top-50 advertisers to reach the U.S. Hispanic market have grown more impressively than the overall market itself despite slowing in growth in recent years. From 2000-2004, dollars spent by the top-50 advertisers grew from $658.37 million to $1.23 billion, an 87 percent increase.
The dramatic increase in advertising expenses serves as an indirect indicator of advertising investment satisfaction by existing advertisers. Large companies like Procter & Gamble, General Motors, McDonald's, and Coca-Cola have continually increased the amount of money they are spending to reach this coveted market.
Companies that have just entered the market are finding themselves far behind those that have been involved all along, but are spending large amounts to make up lost ground.
Most notably, Lexicon Marketing, developer and marketer of Inglés sin Barreras, a video-based English learning program, has increased its advertising investment from $12.56 to $75.00 million in little over a year, and is now challenging the venerable Procter & Gamble for the top position.
The following is a portion of the new HispanTelligence research report: U.S. Hispanic Media Markets, 2000-2007 Purchase Report
Hispanic Magazine Sales 2004 - Hispanic Print Media - Hispanic Internet
Posted by at 11:35 AM
February 22, 2005
La Dulceria Thalia Marketing Controversy
NEW YORK (AdAge.com) -- Hershey's made a controversial choice in promoting its new U.S. Hispanic line with language familiar to Mexicans, but not to other Spanish-speakers.
Mexican pop star
La Dulceria Thalia products, a range of Hershey's kisses, wafer bars and lollipops backed by Mexican entertainer Thalia, are described in print and radio ads and on packaging as made from cajeta, the Mexican version of the caramel flavor known as dulce de leche in the rest of Latin America.
Marketers often agonize over when to segment their Hispanic marketing by ethnic group and when to target all Latinos.
"We use the term because 67% of all Hispanics are Mexican and we're targeting Mexicans," said a Hershey spokeswoman.
Different meanings
In some Latin countries, the word cajeta exists with a different meaning. In Argentina, for instance, it has a very sexual meaning. In an unscientific office poll, speakers of Mexican Spanish all were familiar with cajeta ; Puerto Ricans and Dominicans weren't.
"It could be some kind of box," speculated an Ecuadorean, thinking of caja, the Spanish word for box.
"There is Walter Cronkite Spanish," said Jose Cancela, principal of a new Miami-based consulting firm, Hispanic USA. "Using a word that is not known to 40% of the market is not smart marketing. The U.S. Hispanic market is a convergence of different people from all over the world. We all use the same dictionary and that's the Hispanic USA dictionary."
Not everyone cares
Not everyone cares. Cristina Benitez, president of Chicago-based marketing services agency Lazos Latinos and a speaker of Puerto Rican Spanish, said, "Thalia is a great spokesperson and the ads are really cute."
Other marketers are also targeting the Hispanic sweet tooth. Entenmann's is introducing its own range of products with flavors like dulce de leche and pineapple under the brand name Delicias.
Crossover potential
Hershey's recently moved La Dulceria Thalia from its Hispanic agency, Omnicom Group's Dieste, Harmel & Partners, Dallas, to its general-market agency, Omnicom's DDB Worldwide, New York, a sign that the company thinks the brand has some crossover potential to the general market.
Just as Americans were starting to learn to say dulce de leche.
Posted by at 04:00 PM
December 21, 2004
Spanish Advertising $3.09 Billion in 2004
Santa Barbara, CA (HISPANIC PR WIRE) December 8, 2004 Advertisers spent an estimated $3.09 billion in 2004 to market their products and services to U.S. Hispanics, an 11 percent increase from last year.
Robust increases in Hispanic advertising are predicted to continue into the near future, according to “U.S. Hispanic Media Markets Report, 2000-2007”, the HispanTelligence(R) research report released today.
Hispanic market advertising expenditures will increase to more than $3.6 billion by 2007, according to estimates by HispanTelligence(R), based on its exclusive analysis of industry data.
“Overall ad spending increased by more than 45 percent since 2000 while spending in the top 10 DMAs increased by only 26 percent, suggesting that advertisers are targeting smaller markets such as Atlanta and Denver in an attempt to increase their advertising reach,” explained Dr. Juan Solana, HispanTelligence(R) Chief Economist and a co-author of the report.
Double-digit increases in advertising expenditures were made in all media, but television continued to garner the majority of ad dollars. Television ad spending accounted for more than 64 percent of all expenditures in 2004. In addition, nearly all media examined are predicted to continue double-digit growth through at least 2007. Spanish-language radio is expected to lead the way, with ad expenditure growth of more than 21 percent.
HispanTelligence(R) estimates U.S. Hispanic advertising expenditures over the past five years have remained level at about 2.3 percent of total U.S. advertising expenditures, while steady gains have been made both in Hispanic purchasing power, from 7.3 percent to 8.5 percent, and Hispanic population, from 12.6 percent to 13.5 percent.
The media markets report also analyzes Hispanic disposable income by language preference. While the split between English-dominant and Spanish-dominant Hispanic households is almost even at 48.5 and 51.1 percent, respectively, the distribution of disposable income is not. English-dominant Hispanic households control nearly 60 percent of all Hispanic disposable income. Despite this, HispanTelligence(R) found that Hispanic advertising agencies spend more than 88 percent of total billings on Spanish-language advertisements.
“To maximize return on investment, advertisers must understand which segment of the U.S. Hispanic market they need to target and adjust advertising campaigns accordingly,” advised Dr. Solana and report co-author Tabin Cosio.
The HispanTelligence (R) “U.S. Hispanic Media Markets Report, 2000-2007” also provides:
-- The Hispanic Media Market
-- Advertising Expenditures by Medium
-- The Top Hispanic DMAs
-- The Top Advertisers in the Hispanic Market
-- U.S. Hispanic Purchasing Power by Language Preference
-- The English-language Hispanic Market
-- Data Tables
To purchase a copy of this or other HispanTelligence(R) reports, visit http://www.hispanicbusiness.com/research/.
About HispanTelligence
HispanTelligence(R), the research services division of Hispanic Business Inc., applies quantitative and qualitative market research techniques for corporate and government clients targeting the U.S. Hispanic market.
About Hispanic Business Inc.
Hispanic Business Inc. is the nation’s leading source of information for and about Hispanic professionals and entrepreneurs. Products and services include: Hispanic Business magazine, HispanicBusiness.com, HireDiversity.com, and Hispanic Business Events including EOY (Entrepreneur of the Year) Awards Gala, BOE (Board of Economists) U.S. Hispanic Economic Summit, and WOY (Woman of the Year).
Hispanic Business(R) and HispanTelligence(R) are registered trademarks of Hispanic Business Inc. 2004 Hispanic Business Inc. All rights reserved.
Posted by Ahorre at 11:02 AM