For those who work in the trenches of Hispanic advertising, you know most Hispanic communications programs are direct response in nature. The biggest ad spenders in the U.S. Hispanic market (auto, retail, telecom and food / beverage) confirm this, as I discussed in greater detail earlier. However, it’s important to keep in mind that while the “goal” of most of Hispanic advertising is direct response in nature, most Hispanic media spending does not go into performance media platforms like Direct Response TV (DRTV), direct mail and telemarketing.
Direct Marketing
8.6M HHs get Coupons via text message or e-mail.
Scarborough Research released an analysis highlighting the ways households are obtaining coupons. The study found that text messages and/or email are an emerging method for households to obtain coupons. 8.6 million (eight percent) of U.S. households currently acquire coupons via text messages and/or email.
A Channel in Transformation: Vertical Market Trends in Direct Mail 2009 .
The year 2008, in short, presented an extraordinary set of challenges to the practitioners and suppliers of direct mail marketing.
DMA – Hispanic Direct Marketing: Techniques & Best Practices Report.
The Direct Marketing Association (DMA) premieres the “Hispanic Direct Marketing: Techniques and Best Practices” report.
