Business

Verse Group releases a groundbreaking paper challenging “positioning” as the cornerstone of marketing. New research provides convincing evidence that brand stories are more effective.

By most indications, the economic outlook for 2008 is bleak. The housing and mortgage markets have melted down. Home foreclosures have soared to record highs.

Total measured advertising expenditures in the first nine months of 2007 inched upwards by 0.2 percent to $108.2 billion as compared to the prior year period, according to data released today by TNS Media Intelligence, the leading provider of strategic advertising and marketing information. Total measured spending during the third quarter of 2007 was up 1.3 percent versus 2006, reversing declines from the first half of the year.

Economic cycles are a fact of life in the advertising business. It’s been true since the beginning. But perhaps more predictable than advertising cycles are advertising forecasts. Hey, there goes another one!

ZenithOptimedia predicts the Olympic Games will help lift television’s share of the global ad market to a record 38.2% in 2008, Online video and local search will drive 30% growth in internet ad expenditure this year – nine times faster than the rest of the ad market. Between 2006 and 2009 internet adspend will grow 85% and raise its market share from 6.1% to 9.5%. US downgraded to 2.5% growth in 2007 from 3.3% after credit squeeze and continued slump in housing market.

Consumer comments boost buying.

Getting online shoppers to convert to buyers, whether online or offline, requires trust-building tactics such as easy site navigation, good search tools and complete product information.

In my previous post (AdAge.com blog The Big Tent), I discussed the danger to clients of the mainstream agency’s Hispanic-acquisition practice of “poach the junior talent at Hispanic shops by promoting them beyond their capabilities.” Catchy, isn’t it? The point was that the same individual who a client might not have invited to planning meetings, for example, the next day might be in charge of that very planning.

A related practice exists in the client ranks and it is equally dangerous and even more pervasive in the industry. The practice is that of the Professional Hispanic vs. the Hispanic Professional.

In 2008, we look for stronger U.S. ad growth because of above-average extra demand. In the opening quarter of the year the super Bowl, which is a highly desired advertising vehicle, should post revenues above last year’s level; the new schedule of the political primaries will probably help to keep the prices up for most months in the first half of next year; the Beijing summer olympics should lead to extra spending for special olympic promotion tie-ins during the summer quarter; and by early fall, election advertising will pick up significantly to help lift ad demand in many media during most of the second half of 2008.

This is another personal opinion that, while not having anything to do with advertising to US Hispanics, has everything to do with advertising to Hispanics.

You’d have to live in another planet not to notice how Immigration has reached center stage in the presidential debates and promises to gain even more importance as primaries come into full fervor. By Carlos F. Torres, partner, Directo Hispano

More than four in 10 U.S. consumers said they plan to shop on the day after Thanksgiving and will not let gas prices affect their spending, according to the findings of an Accenture survey released.

Sprint received high accolades this month for its exceptional work in Hispanic advertising and account planning.

Central meeting grounds for companies and consumers.

While Internet advertising may get more attention these days, online marketers also recognize the importance of their own Web sites, according to a SDL Tridion-sponsored study conducted by PK Data.

Nearly six in 10 marketers said that the Web was critical to their global brand and marketing strategies.

This full day conference will gather the best and brightest minds to explore how the communications industry is converging. The internet’s impact on advertising, pr, and media continue to create major changes in the way organizations and individuals interact. FREE of charge.