Posted by Elena del Valle on March 20, 2008
The Regional Transportation Authority (RTA), located in downtown Chicago, is currently accepting applications to fill the position of Manager, Marketing.
Under the direction of the Director of Communications, leads, coordinates and implements advertising, marketing and public information programs of the RTA and Service Boards (CTA, Metra and Pace) to promote the use and coordination of and transfers among public transportation services in the RTA service region which leads to an effective growth in ridership.
Click here for the full text of Manager, Marketing
Posted by Elena del Valle on March 20, 2008
Maradona: The Hand of God DVD cover
Photo: Xenon Pictures/Lionsgate
Maradona: The Hand of God, a film about the life of Diego Armando Maradona, the famous soccer player from Argentina, was released in DVD in February 2008. Made with Maradona’s cooperation, the film is described in promotional materials as “an honest portrayal” of the legendary player.
During the film, the producers recreate some of the controversial incidents that caused him to be “worshipped and reviled” by soccer fans around the world. The 110-minute film, released in North America by Xenon Pictures and Lionsgate, is in Spanish with English subtitles and retails for $19.98.
Target Latinos effectively by anticipating changes in the market with
“Hispanic Projections with 2007-08 update” audio recording
Presenter Roger Selbert, Ph.D.
Find out
- About Latino buying power growth in the future
- How Latino market growth compares with other markets in the U.S.
- What drives the rise of Latino economic clout
- Who should target the Latino market
- What is the size of the Hispanic affluent market
- If the luxury Latino market is growing
Stay ahead of your competion with “Hispanic Projections”
Maradona was raised in the impoverished outskirts of Buenos Aires and began playing soccer at a young age. While still a child, he achieved national celebrity playing with the youth “Cebollitas” team. Eventually, he became an international star through his talent, bigger-than-life personality and tremendous passion on and off the field. The film producers set out to showcase his rise from teenage celebrity to international idol, his drug abuse problems and frequent run-ins with the law.
As a child, he was often derided by the upper classes for his indigenous ancestry. He was so popular he inspired songs like Santa Maradona; and others like Maradona, You’re Sh%t that cast him in a less than favorable light. It is said churches in his native Argentina offer a Maradona service and the city of Naples built a shrine in his honor.
Directed by Marco Risi, the film garnered three nominations in 2007 from the National Union of Italian Film Journalists for Best Actor, Best Musical Score, and Best Editor. Maradona: The Hand of God stars Marco Leonardi (Like Water for Chocolate, Once upon a Time in Mexico).
The film is named for Maradona’s infamous Hand of God goal at the 1986 World Cup quarter-final match against England. The referee failed to notice that Maradona had used his hand to make the goal. When questioned afterward, Maradona replied: “a little with the head of Maradona and a little with the hand of God.”
Click here to buy Maradona: The Hand of God
Posted by Elena del Valle on March 19, 2008
Danny Crowe, president and founder, LATV
Photos: LATV
LATV recently announced its thirtieth national affiliation and a round of programs including talk shows, celebrity biopics, original music performances and interactive programming for the new season beginning March 17. The bilingual multicast network will premier a bi-weekly entertainment talk show, a daily celebrity biopic, a spoof on television, classic concerts and music videos with text messaging overlay to its programming lineup.
LATV programs will feature new hosts of Mexican, Puerto Rican and Cuban heritage. The spring lineup of programs includes: En la Zona (In the Zone), Classic en Concierto, Texty Videos, Verdad y Fama and Wachale. En la Zona will air twice a week at 6 pm and 9:30 pm PT and cover trends in music, film, fashion and glamour. The 30-minute entertainment program will be hosted by Viviana Vigil and Pili Montilla. In addition, there will be a guest host each episode. Silvia Olmeda, who currently has a TV show on Mexico City’s TeleHit, joins the cast the first week.
“As our national reach grows, so does the scope of LATV’s programming. With our new VP Programming Luca Bentivoglio on board, we are expanding our offerings to include a wider range of what we’re known for ground-breaking, bilingual shows,” said Danny Crowe, president, LATV.
Improve your outreach programs by understanding
how Latinos see themselves – listen to
“Latino Identity and Situational Latinidad ” audio recording
Presenters Diana Rios and Ph.D., Federico Subervi, Ph.D.
Find out
• Who is Latino
• Assimilation, acculturation and pluralism
• Hispanic culture dynamics affecting Latino
• Role of Latino identity
• Three factors that contribute to Latino identity
Click here for information on Latino Identity and Situational Latinidad
Pili Montilla, Alexis de la Rocha, Humberto Guida and Viviana Vigil take a break
Classic en Concierto, also twice a week at 6 pm and 9:30 pm PT, will feature music celebrities like Julieta Venegas, La Ley and Soraya. Texty Videos will air nightly at 7 pm PT with host Alexis de la Rocha who will dedicate one hour to the interactive forum for text messages while introducing the latest videos.
Every night at 8 pm PT LATV offers one hour of Verdad y Fama during which famous folk in entertainment, sports, music and film discuss their lives and work. Appearances by Juan Gabriel, Pepe Aguilar, Paulina Rubio, Cuauhtemoc Blanco and Rey Misterio are planned. Beginning March 26 at 6 pm PT Wachale (Take a Look), hosted by Humberto Guida, will spoof Latino television and pop culture for half an hour every week.
LATV has 30 affiliations across the country in 16 of the top 25 Hispanic television markets. LATV is also carried on basic cable through its affiliates and in Los Angeles on KJLA via cable, broadcast and DBS.
Headquartered in Los Angeles, LATV has been on the air in the Los Angeles market since 2001 and launched nationally on April 23, 2007. LATV Networks, LLC is owned by Costa del Oro Media. Post-Newsweek Stations, Inc. is an investor in the national network and has a minority ownership interest in the Company as well as a seat on its Board of Directors. LATV is ad-supported and offers original and live programming, music, lifestyle and entertainment. The network targets 12 to 34 year-old Latinos.
Find out what multicultural kids across America think
Listen to Michele Valdovinos, SVP, Phoenix Multicultural in
“Marketing to Multicultural Kids” audio recording
Michele Valdovinos gives a presentation and participates in an extended Q&A discussion about multicultural children based on a Phoenix Multicultural and Nickelodeon study of 1,300 multicultural children in 16 United States markets.
Find out about
• The Phoenix Multicultural Kids Study
• Relationship between children and their context
• Issues relating to family, technology and media, diversity, buying power, relationships in household, self perception, values, acculturation, cultural heritage, frequency of media activity, income and spending, brand preferences, the American Dream
• How many billions of dollars buying power multicultural kids children have
• Children’s spending attitudes, habits by ethnicity
• How much money a year Hispanic kids have available to spend
• Types of products Hispanic kids buy
Click here for information on “Marketing to Multicultural Kids”
Posted by Elena del Valle on March 18, 2008
Rissig Licha, managing director of FH Hispania
Photos: FL Hispania
Education and healthcare are top priorities for Hispanic respondents of a nationwide study by NuStats released recently by FH Hispania. “Confianza: Hispanic Trust Pulse” also indicates respondents consider teachers and schools a leading source of information (54 percent) followed by different sources of media (a combined 39 percent).
“In general, Hispanic adults are very family-centric, so the focus on education and childcare is not a surprise. But what is particularly noteworthy is that the interests of second-generation Hispanics begin to more closely mirror the interests of non-Hispanics,” said Rissig Licha, managing director of FH Hispania.
NuStats conducted the national poll by phone among 1,000 respondents, including 250 non Hispanics and 750 Hispanics in the second quarter of 2007 and released the results in early 2008. Survey participants had the option of replying to questions in English and Spanish according to their preference.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
NuStats researchers concluded that family is at the top of the list in importance to Latinos although the priority varies depending on the respondents’ time in the United States. First generation Hispanics who participated in the study placed education, child care, and crime and security uppermost among their priorities; while second generation Hispanics seemed most concerned with access to healthcare, education and crime and security.
The study also indicates that topic experts, media, friends, and family, in that order, are the most trusted sources on the top 10 issues of interest among Hispanics. Non Hispanics who participated in the study valued education, and crime and security among the top three topics of interest. Access to healthcare, religion, nutrition and fitness, money and financial planning placed more prominently than they did for Hispanics.
Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania
“When planning communications programs for our clients, it is important to know not only what issues matter most to Hispanics but where they go to obtain information about those topics,” said Jorge Diaz de Villegas, senior vice president, partner and chair of FH Hispania. “This research helps us identify the role that media and other influencers play in that dynamic.”
NuStats, a wholly owned subsidiary of PTV AG in Karlsruhe, Germany, specializes in scientific research on social issues and components of quality of life and consumer market behavior. Company researchers strive to measure and provide understanding of attitudes and motivations, behavior and propensity to change it, revealed and stated preferences, and underlying drivers of opinion and choice.
FH Hispania is a group of 25 bilingual and bicultural Fleishman-Hillard Hispanic communications professionals located in 10 United States communities. Fleishman-Hillard is part of Omnicom Group Inc., an advertising, marketing and corporate communications company.
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
Posted by Elena del Valle on March 17, 2008
Ruth Gaviria, executive director, Meredith Hispanic Ventures
Photo: Meredith Corporation
A podcast interview with Ruth Gaviria, executive director, Meredith Hispanic Ventures is available in the Podcast Section of Hispanic Marketing & Public Relations, HispanicMPR.com. During the podcast, Ruth discusses Meredith’s Spanish language publications with Elena del Valle, host of the HispanicMPR.com podcast.
Ruth assumed her position in January 2004. In this role, she was integral to the creation and September 2005 launch of Siempre Mujer. Prior to joining Meredith, she was director of Marketing and Brand Development for People en Español, a Time Inc., publication.
Hispanic Marketing and Public Relations Understanding and Targeting America’s Largest Minority book
“A must resource for practitioners/professionals expecting to reach US Hispanics; also valuable for college programs in marketing, public relations and communications. Highly recommended.”
Choice magazine
Click here for information on the Hispanic Marketing & Public Relations books
She was also director of U.S. Hispanic Market at Colgate Palmolive from 1992 to 1999 and Brand Promotions Manager at Miller Brewing from 1987 to 1992. From 1999 to 2000, she was vice president, Global Marketing, for Fusion Networks, where she developed the company’s marketing and web brand positioning in the U.S. and Latin American Hispanic markets. Ruth began her career at Procter and Gamble, where she worked in sales and marketing.
Ruth, named one of Advertising Age’s Top 100 Marketers in 2000, received her undergraduate degree from Tulane University in New Orleans. She resides in Westport, Connecticut with her son.
To listen to the interview, scroll down until you see “Podcast” on the right hand side, then select “HMPR Ruth Gaviria,” click on the play button below or download the MP3 file to your iPod or MP3 player to listen on the go, in your car or at home. To download it, click on the arrow of the recording you wish to copy and save to disk. The podcast will remain listed in the March 2007 section of the podcast archive.
A word in Spanish from one of our sponsors
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on March 14, 2008
The Immigration Solution cover
In a book published in 2007, three authors, two senior fellows from the Manhattan Institute and a senior fellow from the Hoover Institution, share their perspectives on the issues affecting immigration today. Heather Mac Donald, Victor Davis Hanson, and Steven Malanga propose an alternative immigration policy that welcomes skilled and educated people to the United States on the basis of how they can benefit the country in the 197-page hardcover book The Immigration Solution A Better Plan Than Today’s (Ivan R. Dee, $24.95).
Mac Donald believes there is an epidemic of crime, gangs, and illegitimacy that is resulting in a new Hispanic underclass; and that the Mexican government aids and abets illegal immigration to the United States and thwarts state and local attempts to resist it. Malanga, who argues that Hispanic immigrants produce a net cost to the American economy rather than a net benefit, proposes an immigration policy he believes would be liberal and in America’s interest. Davis Hanson writes about his own experience growing up in California’s farm country and watching the Hispanic immigrant influx transform his state for the worse.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Mac Donald authored five of the book’s nine chapters titled as follows: Seeing Today’s Immigrants Straight, The Illegal Alien Crime Wave, The Immigrant Gang Plague, and Hispanic Family Values? Davis Hanson and Steven Malanga each authored two of The Immigration Solution’s chapters: Do We Want Mexifornia? and Mexifornia Five Years Later; and How Unskilled Immigrants Hurt Our Economy and The Right Immigration Policy respectively. Earlier versions of the chapters were published between 2002 and 2006 in City Journal, a quarterly publication of the Manhattan Institute.
Mac Donald is a senior fellow at the Manhattan Institute and author of The Burden of Bad Ideas and Are Cops Racist? Davis Hanson, a syndicated columnist, is a senior fellow at the Hoover Institution and author of A War Like No Other. Malanga, also a senior fellow at the Manhattan Institute, recently published a book, The New New Left.
The Manhattan Institute for Policy Research is a conservative market think tank established in New York City in 1978. According to their website, the organization’s mission is to “develop and disseminate new ideas that foster greater economic choice and individual responsibility.” The Hoover Institution is a think tank based at Stanford University and dedicated to research in domestic policy and international affairs.
Click here to buy The Immigration Solution
Make your ads resonate with Hispanics
Listen to C&R’s Research Director Liria Barbosa in
“Hispanics’ Perspective on Advertising” audio recording
Liria Barbosa gives a presentation and participates in an extended Q&A discussion about
• Type of ads Latinos prefer
• Latino top media choices
• Percent of Latinos who tried products because of ads
• Percent of Latinos who purchased products because of ads
• What makes an ad “Hispanic”
• If ad language is important for bicultural Latinos
• What to keep in mind when targeting bicultural Latinos with ads
Click here for information on Hispanic Perspectives on Advertising
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Filed Under: Books
Posted by Elena del Valle on March 13, 2008
Siesta Tees t-shirt
Photos: Siesta Tees
Greg Sanchez started his company by adding Latino beliefs and Spanglish phrases on t-shirts as a hobby a year ago. Now Siesta Tees, a small Hispanic owned business based in San Antonio, Texas is selling 50 products with Latino themed designs through its online portal. In addition to t-shirts for adults and children, Siesta Tees sells infant clothes, mugs, aprons and caps divided into four lines: home, family, youth and Ojo.
For the sayings Sanchez mixes Latino folklore, beliefs and sayings passed on from grandparents to create a product line meant to fill a void in the main stream Latino market and meet the company motto, creating laughs one tee at a time. Sanchez’ inspiration for the sayings comes from watching his family and friends in their daily lives. Siesta Tees phrases include “Stop the violence – hit a piñata,” “I love abuela,” “I think the chupacabra is under my bed” and “Don’t make me use my chancla.”
Siesta Tees t-shirt
“Latino Family Dynamics” audio recording
Brenda Hurley and Liria Barbosa
Discuss
- Latino purchasing habits and products they favor
- Latino family characteristics
- Latinos and extended families
- Division of duties, responsibilities within the family
- Who is the decision maker in the Latino family
- Who is the information provider in the Latino family
Click here to find out about Latino purchasing habits and “Latino Family Dynamics”
“Our first t-shirt was made just for fun, it was our Touch me before you give me Ojo design. We began getting sales from our online store without any paid advertising and no paid marketing. All our marketing was very basic: forums, blogs and word of mouth,” said Sanchez, owner and founder of Siesta Tees. “Creating a funny, hip, cute Hispanic themed clothing line was a no brainer. We focused strictly on the main stream Latino market. After, much research we found that the Latino population is the fastest growing, but the main stream Latino community was still under served.”
He relies on a fulfillment company to manufacture and ship the products directly to his customers. Prices range from $12.99, for an infant bodysuit, to $19.99 for a ringer t-shirt.
According to Sanchez, the online shop offers a 30-day return guarantee and a toll free customer service line. He hopes local stores will soon carry his products, allowing customers to purchase them at retail outlets and online.
Reach Hispanics online today with
“Marketing to Hispanics Online” audio recording
Identifying and characterizing the booming Hispanic online market
Joel Bary, Alex Carvallo and Matias Perel
Find out about
• The 16 million Latino online users
• Latino online users by gender
• What they do online
• Their language preferences
• How to reach Hispanic urban youth online
• What affects their online behavior
• What influences their purchases
Click here for information about “Marketing to Hispanics Online”
Posted by Elena del Valle on March 12, 2008
Jorge Restrepo, CEO and principal researcher of EurekaFacts
Photo: EurekaFacts
A Maryland company, EurekaFacts, recently released a Hispanic demographic segmentation system developed from a sample of 150,000 Hispanic households they consider representative of the 12 million Latino households nationwide. With Seg-men-tos, the new system, the company promises future clients detailed Hispanic consumer market information. EurekaFacts representatives plan to update the database every year.
The new system features nine segment groups; each segment ranges between two and five million people with similar characteristics such as language preferences, affluence, geographic region, cultural heritage and life stage. Seg-men-tos is modeled after segment clustering systems such as Claritas’ Prizm and ESRI’s Community Tapestry.
“By knowing how to identify the distinct demographic attributes of Latinos, market by market and zip code by zip code, marketers and strategic communicators can now target the right audiences and craft their message to the fragmented Hispanic market in the U.S.,” said Jorge Restrepo, CEO and principal researcher of EurekaFacts. “Seg-men-tosSM offers a complete profile of most Hispanic households, giving organizations the data they need to reach defined sub groups and improve or initiate customer relationships.”
Listen to Cesar Melgoza discuss
“Changing Latino Landscape” audio recording
Presenter Cesar Melgoza, managing director, Latin Force Group
Find out about
• How demographic, social, political and economic factors affect Latinos
• Number of Hispanics in U.S.
• Hispanics as a percent of the mainstream population
• Number of Puerto Ricans in Puerto Rico
• Hispanics, including Puerto Rico, as a percent of U.S. mainstream
• Number of Asians and African Americans
• Estimated size of Hispanic market by 2012
• Percentage growth of new Hispanics per year
• Number of counties where Latinos are majority
• Areas of significant Latino growth
• Area of U.S. with a 950 percent Latino growth
• Role of acculturation
• Hispanicity segmentation
Click here for information on the Changing Latino Landscape
Promotional materials indicate the Seg-men-tos Hispanic demographic data set can be loaded to a workbook. The system also includes customer profiling services, direct marketing lists, market reports and custom surveys. Pricing for the new system single user starts at $895 for an indefinite license.
It provides reports, charts and maps using a who, what, where and how sequence to analyze behavioral profiles, lifestyle correlations, market potential, target concentration and media preferences. ESRI, a provider of geographic and demographic information systems, will supply population projections to EurekaFacts.
EurekaFacts LLC is a market research and analysis firm that specializes in geo-demographic profiling and customer segmentation with an understanding of the Hispanic market. The private-held company was established in 2003 in Rockville, Maryland.
“Segmentation by Level of Acculturation” audio recording
Presenter Miguel Gomez Winebrenner
Discusses
- Assimilation versus acculturation
- Factors that affect Latino acculturation
- How to know if someone is acculturated
- Number of years necessary for acculturation
- Effects of immigration debate on acculturation
- Three main ways of segmenting Latinos
Click here for details about “Segmentation by Level of Acculturation”
Posted by Elena del Valle on March 11, 2008
Jeffrey Julin, APR, chair, PRSA and Elena del Valle, MBA
New York and Boca Raton, Fla. March 11, 2008 – Hispanic Marketing & Public Relations (HispanicMPR.com) https://www.hispanicmpr.com/, an online forum and audio podcast for the exchange of information and ideas on Hispanic marketing and public relations, and the Public Relations Society of America, (PRSA) http://www.prsa.org/, recently announced a cross-promotional event partnership agreement for 2008. Under that agreement, the two organizations will exchange access to information and registration materials for some 2008 PRSA events.
“This joint effort offers our members an excellent opportunity to gain a better understanding of how to engage diverse communities in both communications and collaboration,” said PRSA Chair and CEO Jeffrey Julin, APR. “It also is a demonstration of PRSA’s commitment to the wide interests and areas of expertise of our members.”
The three PRSA events that will benefit from additional Hispanic market exposure are the Health Academy’s 19th Annual Conference conference.html to be held April 2-4 in Chicago, Ill., Counselors Academy Spring Conference to be held May 18-20 in Naples, Fla., and the PRSA International Conference http://www.prsa.org/conf2008/ to be held Oct. 25-28 in Detroit, Mich.
“We’re excited to work with PRSA for the second year in a row,” said HispanicMPR.com Editor Elena del Valle, MBA. “It’s a wonderful opportunity for both organizations to expand our reach and offer richer content alternatives to our audiences.”
Started as a companion Web site for the Hispanic Marketing & Public Relations book (Poyeen Publishing, $49.95); HispanicMPR.com features original content, including downloadable expert presentations https://www.hispanicmpr.com/resources/hmpr-products/, daily articles and weekly podcast audio interviews. Visitors may sign up for e-mail updates, search the Web site for Hispanic market information, and watch videos and listen to podcasts online, as well as download them for convenient listening on their MP3 or iPod players.
The Hispanic Marketing & Public Relations book was a 2006 Choice Outstanding Academic Title, the first title in its category to be selected for the prestigious recognition. The book provides 435 pages of information, case studies, graphics, market data and opinions based on the experiences of nineteen U.S. Hispanic market experts. Seventeen practitioners and two university academics contributed fifteen chapters to the book.
The Public Relations Society of America, headquartered in New York City, is the world’s largest organization for public relations professionals with nearly 32,000 professional and student members. PRSA is organized into 109 chapters nationwide and 19 Professional Interest Sections and Affinity Groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 291 chapters at colleges and universities throughout the United States and one chapter in Argentina.
Posted by Elena del Valle on March 10, 2008
Customer Loyalty Summit
March 31- April 2, 2008
Dallas, TX
At IQPC’s Customer Loyalty Summit, you will hear loyalty best practices and solutions from top customer relations and marketing executives. Hear from Best Buy, Home Depot, Procter & Gamble, Cisco, and more! They will meet in Dallas, one time only, to share their stories, analyze case studies, and extract lessons learned in developing successful customer experiences and loyalty programs that get executive buy- in and produce measurable results.
Register today! Call 1-800-882-8684.
