Agency

The Chief Marketing Officer (CMO) Council has released an in-depth global report on how corporate executives can bridge the yawning gap between marketing and sales teams and better align these two critical functions to drive business performance and revenue growth.

This issue of Research Matters contains highlights from the 2008 Account Planning Conference, held July 21–23, 2008, in Miami. AAAA Information Specialist Rebecca Samson attended the conference and captured the major points presented by the speakers.

In April, José López-Varela announced the creation of the AHAA PPM Advisory Council, designed to explore industry issues and opportunities surrounding Arbitron’s Portable People Meter (PPM), the new electronic radio broadcast measurement system. The AHAA Advisory Council comprises representatives from various AHAA member agencies, Hispanic Radio Broadcasters and Arbitron.

In this second major study from the Radio Ad Lab, we compared the effects of two television ad exposures to the effects of one television ad combined with two Radio exposures. We also did the same thing with newspapers—comparing two newspaper exposures to one newspaper ad plus two radio exposures.

More than 30 percent of consumers are eating at home more and eating out less and 40 percent feel worse off than a year ago as shoppers continue to grapple with managing their budgets during uncertain economic times, according to a new study released by Unilever. The study, Winning Shoppers in Turbulent Times – A Unilever Trip Management Report, reveals how different demographic groups will change their shopping habits as belts continue to tighten during challenging economic times.

In today’s tight credit environment it is even more important than usual to stay on top of late-paying customers. More and more purchasers are looking for
opportunities to extend payment terms, and for some this can mean finding excuses either to pay late or not at all.

The nation will be more racially and ethnically diverse, as well as much older, by midcentury, according to projections released by the U.S. Census Bureau.

Minorities, now roughly one-third of the U.S. population, are expected to become the majority in 2042, with the nation projected to be 54 percent minority in 2050. By 2023, minorities will comprise more than half of all children.

Among search marketers who ran integrated campaigns, more than one-third paired SEM with direct mail. Nearly three out of 10 combined SEM with magazine or newspaper advertising. It was less common for marketers to use search in conjunction with television (12%) or radio ads.

Despite growing use of financial services and products, and more targeted communications, U.S. Hispanics and African-Americans continue to be ‘unbanked’ and ‘underbanked’ according to Synovate’s 2008 U.S. Diversity Markets Report.

More than one-fourth of Hispanic adults in the U.S. lack a usual health care provider, and a similar proportion report obtaining no health care information from medical personnel in the past year. At the same time, more than eight in ten report receiving health information from media sources, such as television and radio, according to a Pew Hispanic Center survey of Latino adults, conducted in conjunction with the Robert Wood Johnson Foundation.

Dallas based Dieste Harmel & Partners announced that they have resigned the Interstate Batteries account due to strategic difference between the agency’s focus and the client’s needs. According to the agency,the agency managed general market work on behalf of the client and the move responds to Dieste’s desire to strategically focus all resources on Hispanic and multicultural work.

Knowledge Networks (KN) is launching KnowledgePanel Latino, a statistically balanced Web-based surveys on the full U.S. Latino population. The new panel includes those who identify with Hispanic culture and values, as well as Spanish-speaking-only individuals — all of whom are crucial for making comprehensive business and policy decisions.

One hundred sixty. That is the average number of times Hispanic families use their blenders per year, compared with only 113 for non-Hispanics, according to research conducted by small kitchen appliance marketer and distributor Applica Consumer Products, Inc.