Agency

José López-Varela, Chairman of the Association of Hispanic Advertising Agencies (AHAA), announced the appointment of Esther Novak, founder and CEO of VanguardComm – a New Jersey-based multi-cultural marketing communications firm – to the board of directors of AHAA.

Summertime winding down and summer vacations coming to an end signal that back-to-school time is near. It’s a time that many children eagerly anticipate — catching up with old friends, making new ones and settling into a new daily routine. Parents and children alike scan the newspapers and Web sites looking for sales to shop for a multitude of school supplies and the latest clothing fads and essentials. This edition of Facts for Features highlights the many statistics associated with the return to classrooms by our nation’s students and teachers.

Over the years, many brands such as Oldsmobile, PanAm, and Woolworth have met untimely deaths. Many more have steadily declined into oblivion, while others have been revived. When a brand dies, significant investments that were made to build the brand are also lost. Unfortunately, even the strongest brands with high net worth are not immune from brand decline and subsequent death. In today’s market, where new product introductions are both expensive and risky, it may be worthwhile to evaluate brands that are declining, and invest in them to revitalize them.

The kids are online, but many marketers aren’t.

More than one-half of spending by food and beverage companies targeting children in 2006 went to traditional measured media, according to recently released data from the US Federal Trade Commission (FTC). New media accounted for only 5% of such spending that year.

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.