Agency

One of the most popular measures of relative marketing effectiveness continues to be monitoring share-of-voice (SOV), a metric based on your total marketing/advertising spend as a percentage of the total spend in your category. Some even go a step further and look at an index of SOV to SOM (share of market). The argument for doing so is that if your SOV is less than your SOM, you are at risk of losing share. Presumably, the converse is then also true — that if your SOV is greater than SOM, you should expect to gain share.

Available at HispanicCMO.com

A new book breaking down the auditing process for marketers, entitled “Agency Audits: How to Achieve Success,” has been published by the ANA (Association of National Advertisers).

Todobebé, a company dedicated to the adventures of parenting, announced the launch of the new Viva la Familia website.

Last week, the Association of National Advertisers (ANA) held its annual Multicultural Marketing Conference, and despite a heavy-hitting agenda focused on the importance of targeted and relevant communication to drive growth in the multicultural segment, many attendees and reporters walked away with the misperception that a singular insight focused on cultural commonalities should guide marketing strategy. That one-size-fits-all marketing approach doesn’t deliver multicultural consumers. In fact, some of the country’s top marketing thought leaders at the conference cited case studies in which specific multicultural insights, which reporters erroneously called narrowcasting, indeed were the cornerstone of their profit-building campaigns.

By Jessica Pantanini, chair of the Association of Hispanic Advertising Agencies (AHAA) and COO of Bromley Communications.

MSLGROUP, Publicis Groupe’s flagship specialty communications, PR and events network, and its strategic diversity partner Egami Consulting Group have announced the launch of their Urban Influencer 360 Panel series. Launching the first session on November 16, the “Community” panel will focus on philanthropy in the urban community and how brands may engage urban consumers by effecting change through impactful cause and community marketing campaigns.

Available at HispanicPRpro.com

The holiday season is a time for gathering and celebrating with friends and family, gift-giving, reflection and thanks. To commemorate this time of year, the U.S. Census Bureau presents the following holiday-related facts and figures from its data collection.

Among the world’s economies, Kazakhstan improved business regulation the most in the past year, according to Doing Business 2011: Making a Difference for Entrepreneurs, the eighth in a series of annual reports published by IFC and the World Bank.

By their own reckoning, Latinos living in the United States do not have a national leader. When asked in an open-ended question to name the person they consider “the most important Latino leader in the country today,” nearly two-thirds (64%) of Hispanic respondents said they did not know. An additional 10% said “no one.”

The Great Recession has divided America into two groups that are roughly the same size but that experienced very different economic downturns.

For a narrow majority of Americans (55%), the Great Recession brought a mix of hardships, usually in combination: a spell of unemployment, missed mortgage or rent payments, shrinking paychecks and shattered household budgets, according to a recent survey by the Pew Research Center’s Social & Demographic Trends project. But for the other 45% of the country, the recession was largely free of such difficulties. DOWNLOAD REPORT HERE.

In order to connect with their audience, some advertisers use humor, others use startling facts, and others still use images or themes that might elicit an emotional response. When asked about a few images often used in advertising to elicit a reaction from viewers, two in five Americans (41%) say that given the options of “a puppy”, “a baby”, “a sweet old lady” and “a sweet old man”, a puppy is most likely to tug at their heart-strings when they see it in a commercial. One-third say a baby (34%) is most likely to do so, while small percentages say a sweet old lady (3%) or a sweet old man (2%); 19% say none of these is likely to tug at their heart-strings.

TracyLocke is an integrated marketing agency that helps consumer brands and retailers devise and implement shopper marketing initiatives. Ted Flinn leads the agency’s shopper marketing and engagement marketing strategy for Starbucks, Sun Products and KAO Brands. Flinn spoke with eMarketer’s Tobi Elkin about the evolution of shopper marketing and why understanding all the digital touchpoints along a consumer’s path to purchase is critically important to brands and retailers.

Available at HispanicCMO.com