Adding Spanish AM/FM Radio To The Media Plan Generates Significant Impact
Recently while reviewing an audio media plan with a major client we noted that while they were using a vast array of AM/FM radio programming content, they were not buying Spanish radio. The response was, “We get the audience with a general market buy.” Was that really true? Can a general market buy with only English language stations do an effective job of reaching Hispanics and Spanish speakers? We turned to Oliver Marquis, VP Media Analytics at Nielsen, for assistance. By Pierre Bouvard / Westwood One
Brand growth is the mantra of marketers. Today the number of new tools available to help marketers achieve brand growth is multiplying annually. The new focus is on large scale databases, data science, artificial intelligence, biometrics, and the beginnings of a true marketing science. However, all of this is competing for attention within the context of established marketing processes, advertiser-agency relationship structures, and higher order degrees of complexity of communication. The result is that “good enough” often substitutes for adoption of proven innovations.
Earlier this year, the pandemic thrust many Americans into a new lifestyle. We worked, learned, parented and cooked at home, shifting how and where we ate, watched TV and listened to music. It even altered our sleeping habits. But a funny thing happened on the road to re-emergence: Consumers, used to choosing when, where and how much content they connect with, found that by working from home they actually had a newfound choice when it came to their jobs, thereby giving employees a chance to achieve a better work/life balance.
The good thing about change is that it opens a dialogue about what needs to happen next. So I wonder, as data gets bigger, will it become more inclusive or has Hispanics and other minority populations, yet again, been left out of the conversation? by Mario Carrasco
Pan-ethnic labels describing the U.S. population of people tracing their roots to Latin America and Spain have been introduced over the decades, rising and falling in popularity. Today, the two dominant labels in use are Hispanic and Latino, with origins in the 1970s and 1990s respectively. More recently, a new, gender-neutral, pan-ethnic label, Latinx, has emerged as an alternative that is used by some news and entertainment outlets, corporations, local governments and universities to describe the nation’s Hispanic population.
However, as I have often found when writing posts over the last 14 years, the subject matter got away from me and I ended up with a summation of what all brands should do to drive profitable brand growth. by Nigel Hollis
Agency search consultants can provide a valuable service to marketers and agencies by running a well-structured agency review. This guide provides the industry with ten Best Practice Guidelines for agency search consultants, with the goal of creating an environment where all parties are clear about the role of search consultants in the agency search process.
As 2020 census workers begin knocking on the doors of millions of U.S. households that have not returned their census questionnaires, four-in-ten U.S. adults who have not yet responded say they would not be willing to answer their door, according to a new Pew Research Center survey.
The issue has bubbled up recently in both, Hispanic Agencies and clients and HispanicAd is only too happy to address it. The term “LatinX” is used as a self-identifier by only around 2% of the total U.S. Hispanic population. So, 98% of the Hispanic population self-identifies as Latino, Latina and/or Hispanic. So why is the term being used in advertising and marketing conversations as a term to categorize or represent all US Hispanics instead of “Hispanic” or “Latino”? By Marcelo Salup – Principal at CEO Analytics, LLC – Increasing customer retention & revenues through advanced statistics & algorithms
NBCUniversal Telemundo Enterprises announced a realignment of its leadership team, following the recent appointment of Beau Ferrari as Chairman, NBCUniversal Telemundo Enterprises. The newly aligned executive team, which is effective immediately, will be responsible for driving the company’s growth strategy with a renewed focus on innovation and multiplatform entertainment, news and sports content.
2020 is the year when the majority of all Americans under seventeen years old will be from a minority background, a process that will culminate with a so-called “minority-majority” population by the mid-2040s. These demographic changes will bring about a significant transformation to Corporate America, and during the next few months, I will discuss some of these consequences, in each article targeting one specific area of our business environment. By Isaac Mizrahi – Co-President – ALMA
The State of Data is a recurring research initiative designed to help U.S. advertising, marketing, and media practitioners better understand how their peers are investing in and using audience data as a fundamental pillar of their customer acquisition and engagement efforts.
As Americans continue to cope with the uncertainty of health risks, economic downturn and restrictions in day-to-day living caused by COVID-19 and intensified by flashpoint events highlighting systemic racism in the United States, nearly half (45%) say their brand preferences have changed. Close to three quarters (74%) said the recent protests against racial injustice have made it more important to support businesses that improve diversity and inclusion, according to new research by global communications consultancy Ketchum.
The arrival of the COVID-19 pandemic suddenly and completely reshaped the consumer landscape at the start of 2020. At the same time consumer packaged goods (CPG) companies were looking to break out of a decade of inconsistent growth, many saw their expectations of growth replaced by a struggle for survival, while others had to ramp up production to meet never-before-seen spikes in consumer demand.
COVID-19 has created a massive humanitarian challenge: millions ill and hundreds of thousands of lives lost; soaring unemployment rates in the world’s most robust economies; food banks stretched beyond capacity; governments straining to deliver critical services. The pandemic is also a challenge for businesses—and their CEOs—unlike any they have ever faced, forcing an abrupt dislocation of how employees work, how customers behave, how supply chains function, and even what ultimately constitutes business performance.
