Agency

Understanding the Hispanic / Latino identity remains the key to connecting with the Hispanic consumer but this is not as straightforward as it may appear as the Hispanic population is quite diverse. One of the issues that marketers have to take into account is the varying levels of acculturation of Hispanic consumers.
Presented by: Neleen Leslie / Florida State University student

For brands, the ideas of copying and innovation are seen as diametrically opposed, innovation by its very nature is the antithesis to copying. That’s wrong.

Carmen Sepulveda, who in May of this year took the reins of the Public Relations and Social media Department at d expósito & Partners, adds the title of Partner to her role as Chief Communications Officer.

Grupo Gallegos continues to revolutionize the conversation around milk. As part of the campaign for the California Milk Processor Board that inspires people to see life “with the glass half-full,” this multimedia platform developed to appeal to back to school season, reminds parents of the importance of a good night’s sleep for their children and reinforces a special parent-child bonding ritual: a glass of milk and a story before bed.

For sales in 89 categories across five key departments (food, beverages, alcohol, health/beauty and homecare), Nielsen is forecasting spending for November and December, 2012 to reach $98.3 billion. Nielsen expects dollar sales to increase 2.3 percent and unit sales to remain generally flat (0.1%).

The U.S. Census Bureau announced today the establishment of the National Advisory Committee on Racial, Ethnic and Other Populations. The Census Bureau has also named the committee’s members and leadership.

República announced that its chairman and CEO, Jorge A. Plasencia, has been selected by the Spain – U.S. Chamber of Commerce as the first-ever recipient of the Goya Hispanic Achievement Award. The honor will be presented at a gala dinner on Monday, Oct. 29 at the New York Public Library.

Understanding brand positioning and techniques for effective brand positioning. First some clarification may be needed of what we mean by brand positioning as even within the Marketing industry there is no standard definition. Some people will call it brand architecture, brand essence, brand key/onion/house… call it what you will, what we mean is the process of setting out what a brand promises to and should stand for in the eyes of its target consumer.

Almost 43 million Americans participated in camping last year, according to a new study released by The Outdoor Foundation and sponsored by The Coleman Company, Inc. and KOA Campgrounds. That equates to 14.9 percent of Americans over age six. The findings are part of the 2012 American Camper Report, the leading report tracking participation in camping in the United States.

Making sure that consumers remember not only an ad but the brand behind it is the key to advertising effectiveness. A recent Nielsen analysis of CPG TV ads from 2012 found that Ocean Spray’s signature “Men in a Cranberry Bog” commercial tops the list of ads that not only resonated with consumers, but also were linked with the brand itself. In fact, consumers were 59 percent more likely to connect that ad with the Ocean Spray brand than the typical brand linkage of a commercial.

The Affordable Care Act of 2010 (ACA) may do more to decrease disparities in access to health care than anything since the Civil Rights Act of 1964. By David R. Morse – President and CEO / New American Dimensions, LLC