February 23, 2012
Planners,
HispanicAd.com and the Association of Hispanic Advertising Agencies announced the call for entries for the 2012 Hispanic Account Planning Excelencia Awards (HAPE).
We invite you to select your best work, write your planning story and share it with the world. Your entries will help make the planning discipline even stronger and you can become famous. They will demonstrate how planning is steadily contributing to the quality of the work we produce for our clients and consumers. Read the rest of this entry »
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Advertising, Creative, Marketing, Media, Multicultural, Promotions, Public Relations, Trends | Tagged: account planning, advertising, chief marketing officer, chief marketing officers, hispanic, marketing, multicultural, public relations | 
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Posted by HispanicPro
February 18, 2012
In an effort to build customer engagement, capture wallet share and accelerate sales growth, retailers in 2012 will focus on a number of customer-centric functions, including IT and ecommerce investments, enhancing customer service initiatives and, building on their mobile platforms. A new report from the NRF Foundation and KPMG LLP, Retail Horizons: Benchmarks for 2011, Forecasts for 2012, which surveyed 247 retail executives from various sectors, outlines retailers’ top strategic initiatives for 2012 including merchandising, ecommerce, store and field operations, supply chain and human capital, among others. Read the rest of this entry »
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Posted by HispanicPro
February 17, 2012
Univision Communications, Inc. revealed the results of its new Hispanic Patient Journey research, which sheds light on the cultural nuances that influence Hispanic patients from awareness and information seeking, to diagnosis and adherence. The study was conducted among respondents who reported symptoms or diagnosis of a chronic condition. The results show that gaps exist along the patient journey due to factors including cultural traditions, language barriers and lack of targeted messaging. Read the rest of this entry »
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Posted by HispanicPro
February 14, 2012
By Lili Gil, Hispanic Market Expert, Media Contributor & Cofounder XL Alliance
Ten years ago no-one would have bet on a three-night sold out show at Madison Square Garden featuring a fairly unknown and not-so-popular genre: Bachata.
Fast forward now and the New York Times refers to the genre and singer Romeo Santos as, “Crossing Over, No Translation Needed … Suave, sweet-voiced singer Romeo is a major star and heartthrob… one of the most prominent Latin singers in the country.” Read the rest of this entry »
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Posted by HispanicPro
February 11, 2012
By Graciela Eleta / Univision Insights Blog
I recently joined Linda Levy, vice president of Merchandise Marketing for Cosmetics and Fragrances at Macy’s and Alexandra Vegas, director of the Multicultural Business Development Organization at Procter & Gamble, at a Cosmetics Executive Women (CEW) event aimed at marketing beauty to the Hispanic consumer. At this New York City gathering of retail, beauty and cosmetic professionals, my fellow panelists and I offered insights and strategies on how to drive sales with Hispanic consumers. Read the rest of this entry »
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Posted by HispanicPro
February 4, 2012
A Cint survey has found that brands investing in market research will reap rewards, with almost two-thirds (62%) of those surveyed stating they were more likely to purchase a brand’s product if they were asked their opinion in a study. Read the rest of this entry »
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Posted by HispanicPro
January 27, 2012
This spring, AHAA will hold its Annual Conference on May 2-4, 2012 at the Intercontinental Hotel in Miami with the theme of “Listen Up!” As the Hispanic marketing landscape continues to evolve, the content of the conference will focus on the client and feature powerhouse speakers from top companies who consistently invest in the Hispanic market and develop creative and successful campaigns that leverage all marketing disciplines and resonate with the target. Read the rest of this entry »
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Posted by HispanicPro
January 19, 2012
By Liz Sanderson / Univision Consumer Insights
Like a masterful tightrope walker, Hispanic mothers are always concerned with balance. As it is, they already straddle two cultures: they are experiencing and adopting American traditions while holding on to their Hispanic values, traditions and heritage. Read the rest of this entry »
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Posted by HispanicPro
January 11, 2012
By Liliana Gil – Managing Partner / Cultural Intelligence Officer
As you know we are covering the People’s Choice Awards tonight starting at 8/9C. But besides bringing the typical celebrity reports, we are happy to be bringing in some sabor Latino into the show!
With the #HBOatsLatinoVIP we will be uniting the voice of Latino influencers from coast to coast and we want to make sure you don’t miss out.
Also to engage all of those twitteros influyentes de #LATISM, please make sure to include that hashtag too. Read the rest of this entry »
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Posted by HispanicPro
January 10, 2012
While most marketers leverage Facebook and Twitter to communicate with customers, not nearly as many consumers comment about these companies and brands on the social sites.
Market research company AYTM found that 57.8% of US Facebook users had not mentioned a brand in their status updates as of October 2011. More heartening for marketers is that just 0.5% of Facebook users posted only negative mentions about brands on Facebook. More often, they reported commenting on brands in a positive way (25.3%) or with a mix of both positive and negative mentions (16.4%). Read the rest of this entry »
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Posted by HispanicPro
January 7, 2012
Almost one in three U.S. TV households – 35.9 million – owns four or more televisions, according to a new report on media usage from Nielsen. Across the ever-changing U.S. media landscape, TV maintains its stronghold as the most popular device, with 290 million Americans and 114.7 households owning at least one. In contrast, 211 million Americans are online and 116 million (ages 13+) access the mobile Web. DOWNLOAD Report Here. Read the rest of this entry »
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Posted by HispanicPro
January 7, 2012
Reaching consumers wherever they are has become increasingly complicated with the proliferation of media platforms. The online industry’s continuing reliance on impressions, click-throughs and other metrics unique to the web has prevented true cross-platform comparisons. To-date, limited information has prevented marketers from understanding the audience exposed to their online ads, and an impression-based focus has allowed frequencies to reach levels that are causing waste and inefficiencies. Further to that, Nielsen research has shown that virtually no relationship exists between clicks and brand metrics or offline sales. In this paper, we explore an in-depth case study on a campaign for a popular household product that demonstrates how new solutions like Nielsen Online Campaign Ratings™ and Nielsen Online Brand Effect are giving marketers and publishers tools to increase accountability in the online space. As online grows, television continues to be a vibrant medium. However, the issue is not TV vs. digital, but rather how consumers are using both together. Thus far, the metrics allowing for this understanding have been missing. This paper shares Nielsen’s vision of how cross-platform reach and frequency metrics, as well as cross-platform ad effectiveness optimization approaches are possible.DOWNLOAD Report Here. Read the rest of this entry »
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Posted by HispanicPro
January 6, 2012
For most Hispanic marketers, branded entertainment campaigns and event integrations tend to be limited to the usual Latino events and award shows. However, Post Honey Bunches of Oats is taking a unique twist to kick off 2012 with the People’s Choice Awards. With a vision for total market planning, leveraging resources and realizing that Latinos are navigating the bicultural and bilingual entertainment-waters, the cereal brand has ventured to bring some Latino flavor and crunch into a “general market” show. Read the rest of this entry »
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Posted by HispanicPro
January 4, 2012
By Juan C. Mantilla, Strategic Planning Director – LatinWorks
As an avid concertgoer, I can say that the difference between a good show and an awesome performance depends on the conversation between the fans and the stage. The closer you are to your idols, the more personal and intense the show gets. Similarly, a brand’s ability to deliver compelling messaging and achieve rock-star status depends on the conversation between the consumer and the brand. However, in today’s multicultural marketplace, proximity and volume alone no longer guarantee that everyone will hear a brand’s message. Read the rest of this entry »
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Posted by HispanicPro
January 4, 2012
In a paper published in Social Science Research, USC Dornsife’s Amon Emeka and Jody Agius Vallejo look at why many people with Latin American ancestry are not identifying themselves as Hispanic on U.S. Census surveys.
By Ambrosia Viramontes-Brody Read the rest of this entry »
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Posted by HispanicPro
December 31, 2011
By Felipe Korzenny, Ph.D. / Florida State University
With our national online data collected in 2011, students in the graduate Multicultural Marketing Communication course and I measured some key indicators of entertainment spending in the multicultural marketplace. We have known that Hispanics and other emerging minorities tend to watch more movies in theaters and also rent more to watch at home than non-Hispanic Whites . We have not known much about overall entertainment spending, videogame and music spending, however. Below I explore some of the trends available as reflected in our data. Read the rest of this entry »
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Posted by HispanicPro
December 17, 2011
A decade of studies by the USC Annenberg Center for the Digital Future creates a portrait of the American user of the Internet reaping the benefits of online activity, while at the same time paying a tremendous price in the form of time, privacy, and well-being. Read the rest of this entry »
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Posted by HispanicPro
December 17, 2011
Despite the ongoing troubling economic climate, the sports industry has continued to thrive with many major sporting events proving to be more popular than ever. The popularity of these major events is supported by on-going improvements in broadcasting and technology which is allowing better quality coverage than seen before. At the same time, television companies, sports clubs, governing bodies and even the sports stars themselves, are embracing social media to engage with fans and deliver a greater intensity of experience. Sponsors remain eager and keen to use sponsorship of sports events and teams as part of their marketing mix, and are now using increasingly sophisticated data mining tools to gain greater levels of intelligence and insight into their target markets and help them demonstrate the returns on their investments. Read the rest of this entry »
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Posted by HispanicPro
December 16, 2011
More than 70 percent of online media journalists and other content contributors now interact with public relations professionals through popular social media sites such as Twitter and Facebook, according to a 2011 survey of North
American online media conducted by Cision and Syracuse University’s S.I. Newhouse School of Public Communications. Read the rest of this entry »
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Posted by HispanicPro
December 16, 2011
A lot has happened this year and teens have taken notice. World events, economic pressures, personal milestones, friends, education and brands all play big roles in influencing the lives of teens. Teens are evolving and maturing as fast as the technologies and platforms we build around them. Read the rest of this entry »
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Posted by HispanicPro
Planners,
