Maybe the average Hispanic agency has moved a little slower than some clients and media outlets might want regarding a shift from a traditional Spanish only marketing model, but progress is occurring for inclusion of multi-facetted linguistic and cultural marketing models that represent the entire cross section of Hispanics in the USA. Even though Hispanic agencies need to continue to grow their expertise, their contact point models and their research capabilities. They are still the experts on reaching Hispanic Adults 18-49, Hispanic Women 18-49 and Hispanic Men 18-49. Core demos with buying power, along with the growing Hispanic 12-17 segment.
Business
Who spilled the beans on Hispanic Advertising?
Hispanic marketing has a language all its own. You say to-ma-to, I say to-ma-to. What does it matter? I say beans, you say frijoles…or is it habichuelas? Those Latinos all sound alike. After all they all speak Spanish. Or do they?
U.S.-Based Multinational Companies lack true Global Incentive Programs.
Even as more U.S. multinationals seek to become global, they remain highly U.S.-centric in their approach to delivering long-term equity-based incentives, such as stock options or restricted stock, to their global workforce.
Hola Cincinnati – Adios Puerto Rico.
Proctor & Gamble, the Cincinnati based package goods marketer will be moving the US Hispanic marketing division back to Cincinnati from Puerto Rico under the new leadership of Edgar Sandoval.
It is expect that many executives from the Puerto Rico division will make the move to Cincinnati, but several of the top management team are opting not to make the move.
This will become the real litmus test to see how a Hispanic Division of the top advertiser in our Industry is able to incorporate the division seamlessly into the mainstream structure, without the sacrificing the momentum, gains and effectiveness of the past model.
Could this be real beginning of the assimilation of Hispanic marketing and advertising into the mainstream Marketing?
Does this project end the era of the specialists?
A decade of Direct-to-Consumer advertising of Prescription Drugs.
Background Evidence suggests that direct-to-consumer advertising of prescription drugs increases pharmaceutical sales and both helps to avert underuse of medicines and leads to potential overuse. Concern about such advertising has increased recently owing to the withdrawal from the market of heavily advertised drugs found to carry serious risks. Moreover, the Food and Drug Administration (FDA) has been criticized for its weak enforcement of laws regulating such advertising.
Shift to Alternative Media strategies will drive U.S. Communications spending growth.
Total communications spending increased 6.8% to a record $885.2 billion in 2006 and expanded at a compound annual growth rate (CAGR) of 5.9% from 2001 to 2006, exceeding GDP growth in both periods, according to the VSS Communications Industry Forecast 2007-2011 (VSS Forecast)
AT&T launches new marketing initiatives to ‘Mobilize’ Brand.
AT&T Inc. announced the launch of new corporate advertising and marketing initiatives — the next step in defining AT&T as the premier telecommunications company in the world.
