Posted by Elena del Valle on July 9, 2008
Tecate Light store floor ad
Photo, video: Tecate Light
Mexican beer maker Fomento Economico Mexicano, S.A. de C.V. (FEMSA) and Heineken USA, importers of Tecate Light, hope to attract acculturated Mexicans and Mexican-American adults in the United States with a newly released two-language multimedia ad campaign. The brand’s first dual-language ad campaign was launched June 30, 2008 in general market and Spanish language media outlets and will run through the end of 2008. Scroll down to watch a Tecate Light video ad.
The ad makes up two distinct executions under the same tag line, “Para los que quieren más,” Spanish for “For those who want more.” The English-language ads invite Mexican-American men to “break the habit” of drinking less-flavorful light beers in favor of Tecate Light.
To achieve this, two separate 30-second TV spots present men acting out their favorite guilty pleasures, such as watching telenovelas (Spanish language soap operas) and talking loudly on their cell phone, while drinking a generic light beer. In each spot, Marco Uriel, a Mexican actor chastises men for their bad beer drinking habits and invites them to try Tecate Light beer.
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
The Spanish-language Tecate Light campaign plays off the concept that Mexican men in the United States shouldn’t have to settle for a less flavorful beer than what they’re used to. The “Papás” 30 second TV spot features distraught Mexican parents who share a testimonial to their adult son in the United States and their disappointment in his choice of light, flavorless beers.
“As the most popular light cerveza in Mexico, we believe it’s important to converse with our consumers in the language that they feel most comfortable. With the continued growth of the U.S. Hispanic population, and especially the second and third generation Mexican-Americans populations, we wanted to create a campaign that addresses their intrinsic yearning for more flavor in their beer,” said Carlos Boughton, brand director for Tecate and Tecate Light.
Carlos Boughton, brand director, Tecate and Tecate Light
The spots in Spanish will air in Tucson, Albuquerque and San Antonio while the two 30-second TV spots in English will air on ABC, CBS, FOX and NBC; as well as several cable channels including ESPN, History Channel, and Discovery Channel. Additionally, the Spanish-language counterpart ads will be seen on Univision, Telemundo and Telefutura throughout the 20 markets where Tecate Light is available. Print ads will run in the July issue of Maxim en Español. There will also be radio, out-of-home and point of sale components to the campaign.
The campaign work is divided between three agencies: the creative concept was developed by Adrenalina; MediaVest New York will place the ads; and Formula PR will handle public relations efforts to support the campaign.
“According to Census figures, the largest growth segment of the Hispanic population is not immigrants, but the children of immigrants who tend to be different beyond simply the language they speak,” said Manuel Wernicky, founder and principal of Adrenalina. “This is an innovative campaign because we recognized that there are two different types of consumers of Mexican descent, which is why we created two unique campaigns under one brand platform instead of simply translating the same work in English and Spanish. This is not a one-size-fits-all campaign.”
“Best in Class Hispanic Strategies” audio recording
Presenters Carlos Santiago and Derene Allen
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Find out what makes 25 percent of the top 500 Hispanic market advertisers out perform the remaining companies
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Discover what questions to ask, steps to take to be a Best in Class company
Click here for more about “Best in Class Hispanic Strategies” audio recording
Since 2004, as part of an agreement with FEMSA Cerveza, Heineken USA is the exclusive importer, marketer and seller of FEMSA’s beer brands in the United States. Heineken USA handles the marketing, sales and distribution of Dos Equis, Tecate, Sol, Carta Blanca, Bohemia and the new Tecate Light.
Headquartered in White Plains, New York, Heineken USA Inc. is a beer importer and a subsidiary of Heineken International B.V., a Netherlands company. Heineken USA also imports Heineken Lager, Heineken Premium Light, Heineken Dark Lager, Amstel Light, and Buckler non-alcoholic brew.
Founded in 1890, FEMSA is one of the largest integrated beverage companies in Latin America. Its subsidiary FEMSA Cerveza is one of the leading brewers in Mexico with brands that include Tecate, Dos Equis and Sol.
Posted by Elena del Valle on July 8, 2008
BuscAbogados.com – click on image to enlarge
Photos: BuscAbogados.com
In May 2008, BGB Holding Group Corp launched BuscAbogados.com (Spanish look for a lawyer), a new website in Spanish for adults in the United States, Latin America and Spain, who have access to the Internet and are seeking the services of a United States attorney. It took two years of development work to design the website as a bilingual search engine able to recognize key search words in Spanish and English.
The newly launched website lists 7,000 Florida attorneys. BuscAbogados relies on seven employees in the United States and 50 in Argentina. In addition to English and Spanish press releases, company representatives are promoting the website with printed promotional materials distributed in markets with large Hispanic populations as well as advertising in Miami area Hispanic publications.
“How to Use Your Energy to Attract Clients and Customers” audio recording
Presenter Heather Dominick, owner, EnergyRich Coaching, Inc.
A 106-minute audio recording including a presentation by Heather and the complete interview with Heather where she discusses:
- Heather’s step by step system for women entrepreneurs
- Her coaching philosophy that an individual needs to be business at a holistic level
- Core beliefs about creating magnificent marketing for your business
- How Heather transitioned from a high school drama teacher to a coach
- The three Os that characterized her life at the time
- Heather’s first steps to changing her life
Click here for information on How to Use Your Energy to Attract Clients and Customers
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BuscAbogados.com marketers have concentrated their efforts on website optimization in the hope of positioning the portal among the most important Internet search engines, as well as regionally-focused search engines in Latin America where they believe their services will also be of interest.
Luis Bregni, president, BuscAbogados.com
“We’re excited to be able to help the growing Hispanic market find the lawyers they need, and feel the Internet is our best medium for doing so,” said Luis Bregni, president and owner of BuscAbogados.com. “The Internet is actually more than perfect; it’s where millions of people first turn to for finding restaurants, jobs and even medical advice. So, why not give lawyers their own spot on the World Wide Web in this niche market and, at the same time, open up an easy avenue for the online Hispanic user to search for a lawyer.”
Click on image to enlarge
The website allows visitors to browse free and invites law firms to place ads for a monthly fee. For example, the $39 Standard Package offers law firms a listing with a photo and a 500-word description. There are also Professional, Premium and Platinum packages.
Bregni, originally from Argentina, has 25 years of experience working with Argentine banks and other financial institutions. He holds a degree in Economic Sciences from the University of Buenos Aires and is director of Grupo NOP in Argentina.
Two other executives, Erwin Diaz-Solis and Julio Stieffel, are listed on the BuscAbogado pages in addition to Bregni. Diaz-Solis specializes in immigration law and is a graduate of Nova Southeastern University in Fort Lauderdale, Florida. Stieffel, a graduate of the University of Miami, founded Americas Rep International, an international consulting firm specializing in the Latin American market. BuscAbogados.com, a Miami Springs company, is managed by BGB Holding Group Corp., Grupo NOP Argentina’s North America division.
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
Posted by Elena del Valle on July 7, 2008
The Pinker Tones Wild Animals album cover
Photo, song: Nacional Records
The Pinker Tones, a Barcelona musical duo known for their electronic sounds, released a new album in early June 2008. Wild Animals, the band’s third album in the United States, was released right before the beginning of their Vans Warped Tour with more than 40 venues across the United States. The two previous albums released in the United States are The Million Colour Revolution and 2007 remix album More Colours! Scroll down to watch a music video and listen to a song from the new album.
“Our last album, The Million Colour Revolution, was about utopia, a projection for how we wanted the world to be,” said Mister Furia. “Wild Animals is about reality, our interpretation of the actual world we live in. Songs like The Whistling Song, 24 and On Se Promenait are some of our happiest and most nostalgic yet.”
Wild Animals features special vocal guests including reggae soul performer Jimmy Lindsay from Cymande on The Whistling Song, and Amparo from Spanish band Amparanoia on Electrotumbao. The first single was the track Happy Everywhere.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
The Pinker Tones
Mister Furia and Professor Manso are the artistic names of the musicians that make up The Pinker Tones. In 2007, the band was featured in The New York Times, was in an A&E television special, performed on KCRW’s Morning Becomes Eclectic program, had a song featured on the TV sitcoms Ugly Betty and Entourage, and had video play on mtvU, MTV Tr3s, Mun2, and LATV.
The Pinker Tones also made an appearance at last year’s SXSW, where they performed five shows in 36 hours and at KCRW’s Sounds Eclectic Evening in Los Angeles. The Pinker Tones recent single Karma Hunters was selected by Mun2 as the theme song for Chicas Project, a reality show.
Salvador Rey, Mister Furia, performs on vocals, guitar, keyboards and flute while Alex Llovet, Professor Manso, performs on keyboards, samples and drums. They met in college in the late 1990s and formed the Pinker Tones in 2001.
Click on the play button to watch the music video Happy Everywhere.
Click here to buy Wild Animals
CD
Posted by Elena del Valle on July 3, 2008
Information provided by our Event Partner
5th Annual Multicultural Marketing Summit
October 22-24, 2008
Miami, FL
Discover New Growth Opportunities within the Multicultural Markets
The 5th Annual Multicultural Marketing Summit will showcase solutions from Fortune 1000 companies that are successfully targeting multicultural audiences. The Summit is hosted by Latin Force Group, LLC and will take place October 22-24, 2008 at the Mandarin Oriental Hotel in Miami, Florida.
The Summit is a standout, five-star event, highly rated by participants for the quality of its agenda and speakers. The sophisticated ambiance of the Mandarin Oriental hotel creates an elegant atmosphere where senior executives can network and learn from peers about the latest in market intelligence, case studies and best practices across numerous industries. Firms will provide examples on how repositioning their companies within multicultural markets contributed significantly to increased revenue and profits. The Summit will feature case studies presented by top level executives from Fortune 1000 companies such as Goldman Sachs, Mass Mutual, Humana, Inc., and Coors Brewing Company. Presenters and attendees from past years include executives from leading companies such as Nationwide Insurance, Toyota Financial Services, General Mills, Univision, and much more.
A favorite feature of the Summit is the live musical entertainment each night. This year, attendees will be treated to a special performance by The Island Def Jam Music Group’s break out artist, Karina Pasian.
Indulge in the five-diamond Mandarin Oriental hotel while networking with business executives from around the country. This truly remarkable event will provide you with unparalleled insight to help your company succeed within the multicultural markets.
Lodging:
Register before September 1st and stay at the Mandarin Oriental hotel for only $199/night. But hurry…rooms fill up quickly!
For More Information and to register:
Please visit http://www.latinforce.net/summit or call 888-309-2005.
Posted by Elena del Valle on July 3, 2008
Information provided by our Event Partner
Make Your Connections
Online registration for the PRSA 2008 International Conference — The Point of Connection — is now open! It only takes a few minutes to secure your spot at the biggest public relations event of the year. Register online today for the Conference and you will save $200!
Join more than 200 leading experts during four jam-packed days of 100+ Professional Development sessions in Detroit, October 25 – 28. Gain insider strategies and techniques on the hottest topics including social media, emerging technologies, green marketing, reputation, branding, integrated communications — and much more! Network with thousands of your peers throughout the Conference workshops and make new connections at our opening night event, networking dinners, luncheons and breaks. Return to your work inspired and ready to incorporate your new knowledge into your communications programs.
Visit prsa.org/conf2008 to view the full Conference schedule and to download a PDF of the Conference brochure.
Don’t miss keynote speakers Mitch Albom, best-selling author of “For One More Day,” “The Five People You Meet in Heaven,” and “Tuesdays With Morrie”; award-winning sports columnist; and founder of metropolitan Detroit area charities, The Dream Fund, A Time To Help and S.A.Y. Detroit; Bob Lutz, automotive industry legend; General Motors vice chairman, global product development; blogging enthusiast on GM’s successful Fastlane Blog; and author, “Guts: 8 Laws of Business From One of the Most Innovative Business Leaders of Our Time”; and Penelope Trunk, author of “Brazen Careerist: The New Rules for Success,” the guide to successfully navigating the modern workplace; blogger of the popular Brazen Careerist blog; and syndicated columnist at the Boston Globe.
Book Your Hotel
To help you budget your money wisely, we’ve arranged discounted room rates starting at $165 single/$185 double at the Conference hotel, the Detroit Marriott at the Renaissance Center. Call 1-800-266-9432 or visit prsa.org/conf2008/?event=hotels. Click on “Detroit Marriott” to link directly to offer details and to make your reservation.
Get more bang for your buck — this is the one event that covers all aspects of public relations and communications. Register online today and save $200.
We look forward to connecting with you in Detroit!
To learn more about the 2008 PRSA International Conference, go to www.prsa.org/conf2008/.
Posted by Elena del Valle on July 3, 2008
Information provided by our Event Partner
Cutting Edge Tactics to Win the Latino Consumer
July 28-30, 2008 • InterContinental Miami, FL
www.hispanicretail360.com
Description:
Hosted by Progressive Grocer and Convenience Store News, Hispanic Retail 360 is the retail industry’s premier event for retailers and marketers looking to grow their business with the Latino consumer market in the U.S. The 2008 Hispanic Retail 360 Summit will feature:
— Effective best marketing practices to Hispanic subcultures
— Guided store tours by a leading industry consultant to view best practices in serving the Latino community
— The presentation of the Hispanic Retail Excellence Awards.
— The Hispanic Retail Expo and Product Showcase displaying the latest products and services,
— The presentation of a new research study conducted by the Retail Group of Nielsen Business Media and Market Segment
Don’t miss out on the only conference designed to help retailers and marketers target, segment, and execute merchandising and marketing plans effectively to Latino shoppers.
Contact:
For registration information, please go to www.hispanicretail360.com, or contact Lois Miller by email ldmiller@optonline.net or phone 516-868-9563.
HispanicMPR subscribers who register for the conference using Promo Code HMPR999 will receive a special registration rate of $999, a $400 savings off the full conference rate!
Posted by Elena del Valle on June 27, 2008
Happy for No Reason book cover
Photo: Marci Shimoff
Since she was a young girl Marci Shimoff has been trying to understand happiness. As an adult with an established national reputation as a speaker and author she decided to pursue this quest by asking the 100 happiest people she could find about their lives. From their responses and her research on the subject she and her co-author Carol Kline, outlined a seven-step process she shares with readers in Happy for No Reason 7 Steps to Being Happy from the Inside Out (Free Press, $24.95).
The 320-page hardcover self-help book was published in early 2008 and immediately began selling at a brisk pace. In the book, divided into three parts, she discusses happiness and how readers can develop seven happiness habits that may lead eventually to enhanced feelings of well being. Each chapter includes one case study from the Happy 100 individuals, some of them celebrities, Shimoff interviewed.
Her suggestions include looking after body, soul and relationships and working toward higher goals beyond an individual’s well being. She emphasizes that money alone doesn’t make people happy.
In Part I, Happiness That’s Here to Stay, there is an introduction and two chapters, Happy for No Reason… Really? and Practicing Happiness. Part II, Building Your Home for Happiness, is chapters 3 to 9 in which she describes developing happiness habits in: The Foundation, Take Ownership of Your Happiness; The Pillar of the Mind, Don’t Believe Everything You Think; The Pillar of the Heart, Let Love Lead; The Pillar of the Body, Make Your Cells Happy; The Pillar of the Soul, Plug Yourself In to Spirit; The Roof, Live a Life Inspired by Purpose; and The Garden, Cultivate Nourishing Relationships.
Part III, Happy for No Reason Ever After, includes the final chapter, The Happy for No Reason Plan for Life, as well as Recommended Resources, Acknowledgments, Giving Back and bios of the authors and the Happy 100.
Shimoff, one of the authors of the Chicken Soup for the Soul, authored six titles in the series, including Chicken Soup for the Woman’s Soul and Chicken Soup for the Mother’s Soul. According to promotional materials, those books have sold more than 13 million copies worldwide in 33 languages and have been on The New York Times bestseller list for 108 weeks.
Click here to buy Happy for No Reason
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Filed Under: Books
Posted by Elena del Valle on June 26, 2008
Downtown Orlando
Photo, charts: Orlando/Orange County Convention & Visitors Bureau, Metro Orlando Economic Development Commission
Partly because of Miami’s world renown as a Latino hub, and partly due to Orlando’s image as theme park destination, that central Florida city is often overlooked by marketers targeting Latino consumers. About 500,000 Latinos live in the Orlando, Daytona Beach and Melbourne area, representing about 21 percent of the market, according to the Metro Orlando Economic Development Commission. Some are starting to take notice of this area’s diverse population.
As traditional media targeting mainstream audiences continue to slash staff in a seemingly never ending quest to survive, Orlando media, realizing almost a quarter of their audience is Hispanic, are beginning to pay attention to the growing demographic, reflecting a national trend.
Hispanic Population in Metro Orlando – click on image to enlarge
From a media perspective, the metropolitan area ranks 19 in the Neilsen Media Research Designated Television Market Area (TV DMA) and 34 in the Radio Metro lists. In 2007, Entravision Communications bought an FM station, WNUE, marking the eleventh urban area where the company owns radio and television stations. Santa Monica based Entravision owns WVEN, the local Univision affiliate and operates WOTF, the Telefutra station, providing Spanish speakers in the area more than one viewing option.
WNUE’s popularity is starting to show. Last fall, the station tied with WRUM-FM, the Clear Channel station, for top Spanish station. It’s no wonder with half of the state’s 750,000 Puerto Ricans living near Disney, according to an online source. After Puerto Ricans, Latinos of Mexican, Colombian and Dominican origin are the most common.
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 competition with “Hispanic Projections”
According to a 2007 report by Fishkind & Associates, Inc., Central Florida’s Latino population is growing at a faster pace than other segments of the population. The researchers project the Hispanic community will grow at a rate 2 to 4 percent higher than non-Hispanics by the end of the decade.
The researchers also believe that 41 percent of Osceola County’s population will have Hispanic roots by 2009. At the same time, over the past seven years personal income for the area’s Hispanics rose 64 percent and is projected to increase an additional 12 percent by 2010 to reach $10.5 billion or more.
Fishkind & Associates is an Orlando economic consulting firm that conducts market and demographic research. The 2007 findings were part of the company’s second dedicated Hispanic market study. A non profit, private/public partnership, the Economic Development Commission serves Orange, Seminole, Lake and Osceola counties and the City of Orlando. The organization staff try to attract new business investment and work with local companies to facilitate expansion plans.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
Posted by Elena del Valle on June 25, 2008
Rodolfo de la Garza, project director
Photo: Rodolfo de la Garza
According to a recently released study,”African American and Latino Enrollment Trends among Medicine, Law, Business, and Public Affairs Graduate Programs,” funded by the Ford Foundation and conducted by researchers from the Tomás Rivera Policy Institute (TRPI), few Latino and African American students are enrolling in medicine, law, business, and public affairs graduate programs. This is due in part to a low number of high school graduates among these ethnic groups and the bachelor’s degree entry requirement of the programs. Affirmative action and law suits related to affirmative action have also been contributors, according to the report.
The report was prepared by Rodolfo de la Garza, project director, and Sepehr Hejazi Moghadam, research associate, of the Tomas Rivera Policy Institute office at Columbia University. The researchers selected disciplines “where policy makers go and come from” and those they believe most influence the nation. They approached the top 10 public and private schools and programs in each category to request interviews and information. The study took place over an 18 month period beginning in 2006.
“Many of the universities wouldn’t respond or said they don’t provide that kind of study,” said de la Garza about how the universities reacted to project. “Ford gave a rather handsome grant of more than $15,000.”
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”
The researchers believe the elimination of affirmative action has decreased the number of underrepresented students enrolling in medical schools. Based on the data they were able to gather, African American applicants who applied to the top 10 public and private medical schools declined by 25 percent from 5,379 in 1995 to 4,033 in 2001. Latino applicants to the same schools decreased 38.6 percent, from 2,769 in 1995 to 1,700 in 2001. Together, African American and Latino enrollment in the nation’s top 10 public and private medical schools declined by 11.2 percent and 27 percent respectively.
As an example of the drop in law school registrations because of California’s anti-affirmative action movement the report points to California law schools. From fall 1995 to fall 2006, the number of admitted African American and Latino students in University of California’s three law schools declined 28 percent.
While there was an increase in undergraduate business degrees awarded to African American and Latino students over the past nine years, these degrees rose from 9 percent of total degrees in the country between 1995 and 1996, to 15 percent between 2003 and 2004; the researchers point out that the growth in enrollment does not match the growth of the African American and Latino markets, currently 25 percent. There are more African Americans and Latinos graduating with MBA degrees than other master’s degrees and this number once again do not reflect the growth of the African American and Latino populations in the United States.
On the good news front, more diverse students are graduating with public affairs master’s degrees which train students for careers in government, business, media, nonprofit organizations, non governmental and international organizations. Master’s degrees in traditionally underrepresented groups have increased from 18 percent in 1996 to 25 percent in 2004. Once again the increase is inconsistent with the growth of the African American and Latino populations nationwide.
Founded in 1985, the Tomás Rivera Policy Institute (TRPI) advances informed policy on key issues affecting Latino communities through objective and timely research contributing to the betterment of the nation. TRPI is an affiliated research unit of the University of Southern California School of Policy, Planning, and Development and is associated with the Institute for Social and Economic Research and Policy at Columbia University.
Find out which Latino markets are booming with
“The Next Step: Secondary Latino Markets” audio recording
Presenter Dora O. Tovar, MPA
Click here for information on Secondary Latino Markets
Posted by Elena del Valle on June 24, 2008
Casio Spanish language ad
Photos: Revolucion NYC
Casio executives recently decided to introduce one of their products to Spanish speaking Latinos in the United States for the first time. Revolucion NYC won the account with an ad campaign touting the benefits of the EXILIM EX-S10, a thin digital camera, and recruiting television celebrity Lili Estefan, known by her nickname La Flaca, as spokesperson.
“Why don’t we have La Flaca selling another flaca,” said Amy Gomez, managing partner and director, Account Services at Revolucion NYC about the brainstorming session where the campaign was born. “Two weeks after that thought we were shooting in Miami.”
Amy Gomez, managing partner and director, Account Services at Revolucion NYC
To begin, Casio staff selected two markets, Houston and Los Angeles, to launch the campaign which began running May 6 and will conclude in early July 2008. The two-pronged campaign is appearing on 30-sheet billboards in Houston and 8-sheet billboards in Los Angeles and online.
Spanish speaking residents of Los Angeles and Houston who see the banner ads are driven to a microsite created by the agency. Consumers are invited to purchase the camera at retail stores, especially through Best Buy and La Curacao, two program partners.
Casio Spanish language ad – click on image to enlarge
According to Gomez, after trying out the camera for the first few days, Estefan was so enthusiastic she requested 15 more cameras to give as gifts to her friends, and volunteered eagerly to assist in the public relations efforts for the camera.
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
The agency produced seven different ads, each one boasting about a different feature, according to Roberto Alcazar, executive creative officer at Revolucion NYC. It took three creative team members two months from beginning to end to create and develop the ads. The team members were Alcazar, Josefina Fuster, and Alberto Rodriguez. The photos were taken at Kikor Studio in Miami.
“Revolucion presented us with an integrated, turnkey approach to bring this unique product to the market,” said Sue VanderSchans, director of Strategic Communications and Marketing, Casio America.
Plans are to add Miami and one additional market and restart the campaign in October 2008 in time for the holiday season. The camera sells for $249.99 and is 3.71 inches wide by 2.15 inches tall and .59 inches thick. At its thinnest it is 0.54 thick, giving rise, according to Gomez, to the camera’s Spanish language nickname of la flaca. The weight, excluding battery and accessories, is 3.99 ounces.
Revolucion Hispanic Communications is a seven year old Hispanic-owned brand-communications agency based in New York City. The Japan based Casio Computer Company Ltd. was founded in 1957 and has 13,202 employees.
“Moving Beyond Traditional Media Measurement: measuring conversations and social media” audio recording
Presenter Katie Delahaye Paine, founder, KDPaine & Partners
Find out about
- Issues affecting online public relationships today
- Testing relationships as part of a survey
- Measuring ethnic group relationships
- Measuring foreign language communications in a similar ways to English
- Biggest challenges measuring conversations and social media
- Measuring online relationships with little or no money
Click here for information on “Moving Beyond Traditional Media Measurement”
