Agency

The 2005 VIDA Hispanic Health Leadership Awards were presented last evening in a ceremony in Washington, D.C. “The new American demographics and new health challenges require excellence from our leadership.

Industry leaders have released a study that serves as an important business management tool that will benefit dealers across several industries. The Consumer Electronics Association (CEA) jointly conducted the “Cost of Doing Business” study with the Professional Audio/Video Retailers Association (PARA, a division of CEA) and the North American Retail Dealers Association (NARDA), along with co-sponsor GE Retail Sales Finance (GECAF).

The Hispanic Scholarship Fund (HSF) announced that P&G’s Avanzando con tu Familia will support its 2005 community outreach program to provide scholarships to qualified Hispanic students throughout the U.S. as well as educational and community support to promote higher education among Hispanics.

The Women and Leadership Conference, organized by Newsweek Magazine, included four Latinas, two of them from the marketing and communications industry: Daisy Exposito-Ulla, former Chairman of the Bravo Group and Christy Haubegger, founder of Latina Magazine and now Creative Artists’ Agency. Exposito-Ulla and Haubegger participated in the Newsweek Advisory Committee.

The first of four powerful new ads for the 2006 Dodge Ram 1500 will feature a “strong, silent, traditional hero” to promote the Ram’s new design features and its proven capabilities. The introductory 30-second spot will be released this month to audiences throughout the country.

Individual radio station ratings performances vary significantly between Arbitron’s “traditional” Diary measurement system and the new PPM measurement system being tested in Houston. This is the major finding of a new report released today by Coleman, a media research firm that provides its clients with deeper insights into music trends and branding opportunities.

The Century Council in partnership with Nickelodeon and an expert panel of respected Hispanic Organizations unveiled their most recent educational project Pregunte. Escuche. Aprenda. ¡Los niños y el alcohol no mezclan! Based on the extremely successful Ask, Listen, Learn: Kids and Alcohol Don’t Mix a creative multimedia program originally launched in August 2004, Pregunte. Escuche. Aprenda. is designed to provide trusted adults who interact with middle school-aged kids with critical information on the negative consequences of underage drinking. This resource also provides simple ideas and strategies to promote effective conversations among kids and adults.

Genworth Financial is reaching out to Hispanic realtors to help create more Hispanic homeowners throughout the United States.

The Association of National Advertisers has taken a more aggressive position against the proposed Federal Communications Commission’s rules governing kids television advertising and promotion, filing a federal lawsuit to block it. Currently, FCC rules limit advertising during children’s programming to 10.5 minutes per hour on weekends and 12 minutes per hour on weekdays.

A Rice study of Korean Americans shows just how important an influence churches can be in the lives of many first- and second-generation Americans. Those who attend multiethnic churches in their communities are encouraged to reach out to other ethnic and racial groups, while churches whose members are exclusively second-generation Koreans tend to reinforce old stereotypes and inadvertently build barriers of “us” and “them.”

The question that has been plaguing marketers for years has been: do we use Spanish or English to reach the Hispanic market? At first glance the answer may be simple, use Spanish because the market you are trying to reach is the Hispanic market, but the answer is not that simple. The use of language for marketers is complex because there are so many Hispanics that have different levels of English proficiency.