Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing media: paid, owned and earned. Paid media is advertising inserted next to another’s content; owned media is brand-created content; and earned media is getting someone else to provide content about a brand.
Available at HispanicCMO.com
Forty-one percent of Americans say they have purchased a product in the past year because it was associated with a social or environmental cause (41%), a two-fold increase since Cone first began measuring in 1993 (20%). But even as their purchasing power grows, consumer appetite for socially conscious shopping has yet to be satiated. A full 83 percent of consumers want more of the products, services and retailers they use to benefit causes, according to the new 2010 Cone Cause Evolution Study, the nation’s only 17-year benchmark of cause marketing attitudes and behaviors.
ANA (Association of National Advertisers), joined by the American Association of Advertising Agencies (4A’s) and the American Advertising Federation (AAF), has filed a brief calling on the U.S. Supreme Court to review a case involving restrictions on alcohol beverage advertising in university publications. These sweeping restrictions are almost certain to violate the First Amendment.
On September 18, hundreds of excited fans lined up in the middle of Times Square to get into a private concert with the Big Boss, Daddy Yankee thanks to BudLight. After months of cross-promotional efforts that integrated radio, retail promotions and an aggressive digital and viral campaign, BudLight’s “Nueva York en Privado con Daddy Yankee” turned into a BIG hit for fans… but most important the brand made a BIG impression with the Latinos in Nueva York.
So maybe some of you heard that Ali- the latest Bachelorette on ABC’s reality show about finding your mate on television chose “Roberto” from the crowd of men vying for her heart? I’m not a viewer, but the headline due to his name did catch my eye on the Aug 6th People magazine cover which I just got to read this week!! So I read further and it turns out that not only is he Hispanic and bilingual- but that the Bachelorette herself learned some Spanish in order to ask Roberto if he would accept her final rose (the prelude to an engagement.) When asked about this moment in People Ali responded, “I wanted it to be special.” By Christine Clavijo-Kish – Senior Vice President, Multicultural Markets at PR Newswire
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Even in a challenging and rapidly changing marketplace, lower-income shoppers will generate $115 billion in incremental spending during the next decade. However, they are one of the most misunderstood, ethnically-diverse and underserved shopper segments in the United States. To help retailers and manufacturers truly grasp the behavioral and attitudinal differences across five key lower-income micro-segments, SymphonyIRI Group, Inc. is releasing its fourth annual research report, “The Lower-Income Shopper Report: Serving Lower-Income/Multicultural Shopper Micro-Segments.”
Dell announced that Karen Quintos, a marketing executive at Dell for more than 10 years, has been named senior vice president and Chief Marketing Officer, reporting to Michael Dell, chairman and CEO.
Available at HispanicCMO.com
JC Penney has reassigned Hispanic marketing and buying responsibilities from New York based The Vidal Partnership to Conill for creative and account duties and OMD for buying duties.
IBM, Microsoft and Google lead Interbrand’s 11th annual ranking of the “Best Global Brands.” Google (#4) sees a 36% increase in value over last year, bringing the brand closer than ever to rival Microsoft (#3). HP (#10) enters the top 10 for the first time, having increased brand value under a new business model and brand platform. For the 11th year straight, Coca-Cola (#1) retains its top spot as the number one ranked brand on the list.
Ranking Available Here
With consumers around the world cutting back on discretionary expenses during the recession, Nielsen probed consumers’ attitudes towards health and beauty (H&B) products—where they purchased them and what factors went into their buying decisions—as part of its Global Online Survey of more than 27,000 people across 55 countries in the first quarter of 2010. And while views and habits differ by region, there’s one thing in common: people continue to place importance on looking good and feeling their best.
In its most recent issue, COLLOQUY magazine, the voice of loyalty marketing since 1990, explores a U.S. population segment that arguably constitutes the greatest untapped opportunity for loyalty marketers: Emerging Hispanics. DOWNLOAD A COPY HERE.
