Marketing

Chinese general and military strategist Sun Tzu once said “When you know both yourself as well as your competition, you are never in danger. To know yourself and not others gives you half a chance of winning.” I think you’d be hard pressed to find a marketer or insights professional in the consumer packaged goods/retail industry who disagrees with the basic premise of this statement. That’s primarily because a foundational goal of most research is to understand the strength of our business position in a competitive context. And to assess our businesses against others, we calculate the strength of our brand affinity, measure our retail sales, and qualify our potential innovations via concept testing with normative benchmarks that predict performance in a competitive environment.

What would the industry do if it heard almost a fourth of Nielsen’s panel were bots: frauds, robotic fictions, not real people?

HispanicAd in association with Adam R Jacobson are proud to announce the availability of the 2019 Hispanic Market Thought Leaders (previously Hispanic CMO) for our readers.  Curated by Gilbert Davila, President/CEO, Dávila Multicultural Insights and Chairman of the Association of National Advertisers Multicultural Conference and Alliance for Inclusive and Multicultural Marketing (AIMM).

The Culture Marketing Council: The Voice of Hispanic Marketing (CMC) announced its 2019 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market, is now available to download.

 

With Christmas less than a week away, retailers are getting ready to close the books on a solid holiday season. Several factors at play could affect the final results.

Hispanic ad dollars are only 6% of the total U.S. ad spend, yet Hispanics comprise over 19% of the total population. This represents a significant discrepancy and a missed opportunity for brands and marketers.  by Karla Fernandez Parker

A long time ago and far, far away (but admittedly not in a different galaxy) I saw a print ad. It showed a car and compared its performance to other makes. I still remember that print ad. It was visually boring, but I have a sneaking suspicion that the memory of it is one of the reasons I now drive a Subaru nearly 20 years later.  by Nigel Hollis