Posted by Elena del Valle on November 30, 2009
Manuel Wernicky, president, Adrenalina
Photo, radio ad: Adrenalina
A Spanish language Tecate beer radio ad dubbed Disclaimer by Adrenalina, the ad producer, is noteworthy because of its comic take on the disclaimer sections found in many ads. The ad, which explains why wimpy men who lack character should avoid drinking Tecate, was recently recognized with a silver trophy at the El Ojo de Iberoamérica Festival in Buenos Aires, Argentina.
In a rapid-fire format, the ad indicates that Tecate discourages wimpy men from consuming the Mexican beer. The ad points out that listeners who own dogs named Puchi, Tinkerbell or Princess, or call a girlfriend Baby or Little Smurfette haven’t got what it takes to enjoy Tecate. The beer promoters set out to reaffirm Tecate’s image targeting Mexican men living in the United States who favor the brand.
The Disclaimer Tecate beer radio ad was recorded at the end of January 2009 in Miami and New York at a dual studio recording session at RedCar, Miami with Paco Olavarrieta, in-house voiceover talent and chief creative officer, for the disclaimer portion of the spot; and at Bond, New York with Mexican actor Marco Treviño.
The Adrenalina team for the 2009 Tecate Disclaimer radio spot included Manuel Wernicky, president, chief ideas officer and managing partner; Paco Olavarrieta, chief creative officer and managing partner; Ivar Rodríguez, associate creative director; Daniel Roversi, agency producer; and Yonathan Bendesky, brand leadership.
The ad has been airing via national and regional Spanish-language networks Univision Radio, ESPN Deportes Radio and Lieberman Media since April 2009. According to an agency spokesperson, Adrenalina presented the spot to consumers in research conducted this year and the Disclaimer ad received the most laughs, with consumers reporting the highest recall for the spot and saying that the spot was most memorable for it’s humorous message and use of colloquial phrases.
“El Ojo is further recognition that our team’s creative work resonates among our colleagues in the global advertising community,” said Wernicky.
Adrenalina, the lead agency for Tecate and Tecate Light, recently embarked on its third consecutive advertising and marketing programs for the brands’ distributor, Heineken USA via Cervecería Cuauhtemoc Moctezuma (CCM) of Monterrey, Mexico. New creative for both brands is expected to roll out in early 2010.
El Ojo de Iberoamérica is a marketing and advertising event created to showcase creativity and innovation in advertising, communication, marketing and entertainment in Latin America, Spain and Portugal.
Adrenalina, a New York minority-owned and managed ad agency seeks to create ideas that provoke engagement, experience and emotion between brands and consumers. MDC Partners is a partnership of entrepreneurial firms that offer marketing communications services to clients in North America, Europe and Latin America.
Posted by Elena del Valle on November 20, 2009
Branding the Man book cover
Photo: Allworth Press
Bertrand Pellegrin, an international branding consultant, is convinced that men are fond of shopping and that they don’t shop as much as they might because stores are designed for women and don’t cater well to men. In the newly published Branding the Man Why Men Are the Next Frontier in Fashion Retail (Allworth Press, $27.50) he offers retailers, buyers and marketers suggestions to capture that often elusive demographic group.
Pellegrin believes today’s man is more confident in his shopping choices than his predecessors. This modern male shopper pays attention to his appearance and grooming and looks for fashionable clothes, sports, electronics, fitness, sex and related items that are a good value, according to the author. In the book, he addresses the men’s retail environment including store design, purchasing, sourcing, merchandising, marketing, promotions and advertising.
The 201-page hardcover book is divided into 14 chapters and two appendices, and includes 60 black and white images. According to promotional materials, Pellegrin specializes in strategic positioning, customer insight and creative direction in retail.
In the past, he worked with Gensler Worldwide, Lane Crawfor, Louis Vuitton, Gucci and Lotte department stores in Korea. Before that the San Francisco resident was an award-winning television producer and director.
Click here to buy Branding the Man
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Filed Under: Books
Posted by Elena del Valle on November 19, 2009
This position will spearhead the Spanish market in the Texas/ Florida/California area by developing business relationships that will promote the recommendation and adoption of Simply Accounting’s bilingual English/Spanish product & service offerings.
Responsibilities:
Act as an advocate for the Simply Accounting business product & service offerings of the Hispanic market in the Texas/Florida/California area.
Click here for the full text of Sr. Manager, Product Marketing
Posted by Elena del Valle on November 18, 2009
E Commerce trends by country - click to enlarge
Chart: Organization for Economic Co-operation and Development (OECD)
According to Empowering E Consumers, a November 2009 report by the Organization for Economic Co-operation and Development (OECD), some of the benefits of the advent of the Internet for consumers around the world include increased competition and lower prices, greater product and services options than offline, and a choice of vendors from around the world at the convenience, time and location of the buyer’s preference.
The report finds that while the retail sector has suffered severely by the current economic crisis, e-commerce has prospered and even exhibited continued growth in many countries. Those trends are the result, in part, of consumers becoming more cost conscious, and increasingly comparison shopping online to save money.
For example, in the United States, while most offline retailers had low sales in the first quarter of 2009, online retail sales for 80 retailers rose by an average of 11 percent. There was a similar pattern in France where the French electronic commerce and distance selling federation estimated that, for the first quarter of 2009, e-commerce sales grew by 26 percent and should increase throughout the year by 20 to 25 percent.
E commerce serves as a business forum for consumers and businesses. Lately, more businesses are going online as a result of the recession. Attracted to the Internet as a means to increase visibility and markets at relatively low cost, business-to-business (B2B) e-commerce showed marked growth. Most online sales in the United States were B2B generated, $3.1 trillion in sales in 2008 compared to $130 billion for sales to consumers.
OECD provides a forum for member governments to compare policy experiences, “seek answers to common problems, identify good practice and coordinate domestic and international policies.
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 November 17, 2009
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HispanicMPR readers receive a 15% discount when using HMPR15.
Posted by Elena del Valle on November 16, 2009
The Signal album cover
Photos, song: HardKandy Records, Inc.
Singer Eva Natal, whose father is from Spain, considers herself Latina. She describes her music as an eclectic mix of alternative rock, electronica, and trip hop. Her self written lyrics are designed to intrigue and keep listeners guessing whats next. She plays guitar, keyboards, violin and bass.
Her debut album, The Signal, on HardKandy Records Inc. is scheduled for release in early 2010. Late last month the record label made a special fan track available. Scroll down to listen to Pulse from The Signal.
Singer Eva Natal
Born March 28, 1987 Natal is described as a very quite and polite girl who spent most of her time reading, dancing in front of her mirror, fearfully playing sports alongside girls with way too much aggression, and practicing the violin.
By her teens she began expressing her likes through fashion and dance and stopped taking violin lessons. As a young adult she rebelled against the what she considered suppression in a private catholic school environment by dropping out of college, enraging her parents; and pursuing a life of what she calls a struggling creativist through various stabs at the modeling and dance industry, and most recently as a budding recording artist. Her 12-track album should be available at major online retailers next year.
Click on the play button to listen to Pulse from The Signal album
Posted by Elena del Valle on November 13, 2009
Los Simuladores
Photos, video: Cinelatino
Sony Pictures Television (SPT) will premiere Los Simuladores, a Mexican series, in the United States on November 15 exclusively on Cinelatino, a Spanish-language movie channel. Based on an Argentine series of the same name, Los Simuladores centers on the adventures of four men operatives, trained and prepared to carry out sting operations. Scroll down to watch a preview of Los Simuladores in Spanish.
Shot in high definition, the show features a cast of Mexican actors, including Tony Dalton (Matando Cabos, 13 Miedos, Sultanes del Sur), Arath de la Torre (La Parodia, La Hora de La Papa), Ruben Zamora (7 Dias, Pasion) and Alejandro Calva (The Producers, The Pillow Man, Sin Memoria). They dedicate their efforts and skills to solving human-interest conflicts for their clients, including troubled marriages, dangerous loan sharks, swindling agents and broken hearts.
The team features Mario Santos (Tony Dalton), the brain, who comes up with the plans; Emilio Vargas (Arath de la Torre), the chameleon, who plays different characters in the operations; Pablo Lopez (Alejandro Calva), the go-to man, in charge of logistics and technical aspects; and Gabriel Medina (Ruben Zamora), the researcher, who finds the necessary information for Santos to come up with the plans.
“This is the highest-caliber premium series currently available to U.S. audiences in Spanish, and we’re excited to offer it exclusively to our viewers,” said Jim McNamara, chairman of Cinelatino. “The superb production values, excellent cast, and compelling story lines make this THE must-see series of the season.”
The series also features Natalie Esperon (Por un Beso, La Esposa Virgen and El Nombre del Amor), Rafael Amaya (Las Dos Caras de Ana and Amor Letra Por Letra), Silverio Palacios (Morirse en Domingo, Amor a Morir, Matando Cabos) and Adal Ramones (Otro Rollo con Adal Ramones).
Los Simuladores
In late 2008, Los Simuladores debuted in Mexico on Televisa and throughout Latin America on Sony Entertainment Television. After a successful first season, a second season of the series began production earlier this year.
Los Simuladores is the second premium series to air on Cinelatino. The channel premiered the series Tiempo Final in the spring of 2009. The first two episodes of Los Simuladores are scheduled to premiere on Cinelatino on Sunday, November 15, at 7 p.m. EST and repeat at 11 p.m. EST (4 p.m. and 8 p.m. PT). A new episode of the 13 episode series will air every Sunday at 7 p.m. EST and will repeat at 11 p.m. EST (4 p.m. and 8 p.m. PT) during the season. Cinelatino plans to air Season Two in early 2010.
According to promotional materials, Cinelatino has more than 3.6 million subscribers on major cable, satellite and telephony providers throughout North America. Cinelatino offers Spanish-language programs and titles from Mexico, Latin America, Spain and the U.S. Cinelatino is jointly-owned by Grupo MVS, InterMedia Partners and Panamax Films.
Sony Pictures Television produces and distributes varied programming including series, telefilms, theatrical releases and family entertainment around the world and for every platform: broadcast and cable television, first-run and off-network syndication and digital distribution.
Posted by Elena del Valle on November 11, 2009
Kevin Wise, assistant professor, strategic communication University of Missouri
Photo: University of Missouri
People who search for information online are more likely to trigger greater emotional responses to unpleasant content compared to those who surf and encounter information more casually than those actively searching for it, according to a University of Missouri study funded internally and announced last week.
“If, as these data suggest, the cognitive and emotional impact of online content is greatest when acquired by searching, then Web site sponsors might consider increasing their advertising on pages that tend to be accessed via search engines,” said Kevin Wise, assistant professor of strategic communication and co-director of the Psychological Research on Information and Media Effects (PRIME) Lab at the University of Missouri. “How readers acquire messages online has ramifications for their cognitive and emotional response to those messages. Messages that meet readers’ existing informational needs elicit stronger emotional reactions.”
The results of the study were summarized in an article authored by Wise and Hyo Jung Kim. In the study, researchers, including Wise and two doctoral students, examined how searching for specific content versus surfing a news Web site affected readers’ emotional responses while reading news stories.
The researchers monitored participants’ heart rate, skin conductance and facial musculature to gauge their emotional responses to unpleasant news. The researchers found that unpleasant content triggered greater emotional responses when readers sought the information by searching rather than surfing. In future studies, Wise plans to study the effects of acquiring pleasant content on readers’ emotional responses.
The study, conducted among 92 participants over several months in 2007, indicates that information was better understood and remembered when individuals conducted specific searches for information. Participants came to the laboratory and selected/read news stories from a website (on a computer).
In a previous study, Wise tested the effects of searching and surfing on readers’ responses to images and found similar results. The study, “The Effect of Searching Versus Surfing on Cognitive and Emotional Responses to Online News,” was recently published in the Journal of Media Psychology.
The PRIME (Psychological Research on Information and Media Effects) Lab, part of the Missouri School of Journalism at the University of Missouri, is a research and teaching laboratory devoted to the study of how different features of media affect the way that people think, feel, and act. The staff conduct theory-driven, empirical research using psychophysiology and other behavioral science methods.
Target Latinos effectively by understanding how they shop
“Hispanic Holiday Shopping Patterns” audio recording
Manuel Delgado, CEO Agua Marketing, gives a presentation and participates in an extended Q&A discussion about
- Hispanic shopping patterns national survey
- Why Latino consumers may be more desirable than general market shoppers
- Hispanics holiday shopping patterns and behaviors
Click here for information on “Hispanic Holiday Shopping Patterns” audio recording
Posted by Elena del Valle on November 9, 2009
Hispanic U.S. Citizens by Country of Origin
Click on image to enlarge
While most people with an interest in Hispanic markets know that more than 60 percent of the United States Latino population is comprised of people of Mexican origin, few are aware of the breakdown by country of origin of the remainder. The remaining third come from Puerto Rico, Cuba, El Salvador, Dominican Republic, Guatemala, Colombia, Honduras, Ecuador, and Peru.
Gathering information on ethnicity and country of origin can be challenging and accurate results require additional time and effort for demographic researchers. For example, the concept of ethnicity and country of origin is in itself complex. Individuals self-describe their ethnicity and country of origin relationship when responding to U.S. Census surveys. However, country of origin may differ from country of birth and both may differ from ethnicity. In other words, two individuals from the same family and born in the same country may respond differently to the same question. One may indicate he or she is Latino and the other may not.
Some people born in Los Angeles identify their country of origin as Mexico; some New York natives may also self describe their country of origin as the Dominican Republic or Puerto Rico although the island is part of the United States.
At the same time, the percentage of United States citizens among Latinos varies by country of origin. For example, almost all Puerto Ricans (99.4 percent) are citizens. The groups with the next highest percent of citizens are Cuba, Mexico, Dominican Republic, and Colombia all with more than 60 percent United States citizenship rates, according to updates released by the Pew Hispanic Center on Latino population groups and their characteristics last month.
The Pew Hispanic Center, a project of the Pew Research Center, is a nonpartisan, non-advocacy research organization based in Washington, D.C. and funded by The Pew Charitable Trusts.
Posted by Elena del Valle on November 6, 2009
Photos: Smart Mother’s Guide
According to Planned Parenthood, the United States has the highest rate of teen pregnancies in developed countries. As much as 8 percent of the 4 million women who become pregnant each year may have high-risk pregnancies; and two-thirds of the women may have serious problems, including fetal death (National Center for Health Statistics, Obstetrics & Gynecology).
At the same time, as emerging markets grow these statistics become more relevant to them. For example, one in every four babies, or 25 percent, born in this country is the child of Latino parents. The rates of risky pregnancies are higher for African American and Latino women than for the general population.
Author Linda Burke-Galloway, M.D.
In The Smart Mother’s Guide to a Better Pregnancy: How to Minimize Risks, Avoid Complications, and Have a Healthy Baby (Red Flags Publishing, $15,95) Linda Burke-Galloway, M.D., a board certified specialist in obstetrics and gynecology, shares information on pregnancy issues for soon-to-be moms, including issues affecting Latino and African American women.
The book, five years in the making and published in 2008, has 14 chapters and an extended appendix. Convinced that physicians have lost control of their profession, Burke-Galloway sets out to inform her readers in the hopes that pregnant women across the country will take matters into their own hands to better their odds of a healthy pregnancy by taking proactive steps toward a healthier pregnancy.
Before attending medical school Burke-Galloway studied social work at Columbia University. In 1981, she graduated from the Boston University School of Medicine. She has devoted much of her time to community service and public health, traveling across the country to communities in central Florida, Harlem in New York, a Lakota Native American reservation in South Dakota as well as in Ghana, Senegal, and Cote d’Ivoire.
Click here to buy The Smart Mother’s Guide to a Better Pregnancy
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Filed Under: Books
