Is all of the endless chatter about “total market” total BS?
Is the advertising and marketing industry’s infatuation with millennials completely daft, since these consumers are more likely to have crappy jobs and far less money to spend on anything when compared to their parents and grandparents?
Is it time for the author of Hispanic Market Overview, presented by Lopez Negrete Communications, to say “So long and -30-” because Hispanic marketing and advertising has peaked and is starting its slow, painful slide downward?
“Um, I think not,” says Adam R Jacobson, a veteran Hispanic market media strategist who serves as the author and publisher of the renowned Hispanic Market Overview report. “Yet there’s an endless array of chatter about how marketers and advertisers need to fully understand “total market approaches” — whatever the heck they are.”
In the fifth edition of Hispanic Market Overview, the question of “what is ‘total market’ and how does the marketer best tackle this in their buying and planning and Hispanic executions?” is fully probed by some of the top executives in the Hispanic market today.
We also examine the coveted Latino millennial, and why they are important as influencers and are social media leaders.
At the same time, we look at how the Hispanic consumer is at the forefront of swift changes in how we consume media, and why the debate of ‘Hispanic’ versus ‘Spanish-language’ needs to be put to rest once and for all.
Hispanic Market Overview, now available via PDF download exclusively from HispanicAd.com, features discussions with these top names:
Alex Lopez Negrete, President/CEO, Lopez Negrete Communications
Ingrid Otero-Smart, President/CEO, Casanova Pendrill
Daisy Exposito-Ulla, head of d exposito & Partners
Liz Castells-Heard, head of Castells & Asociados
Manuel Machado, CEO and co-chairman, MGSCOMM
Keith Turner, President of Ad Sales & Marketing, Univision
Tom Maney, EVP/Ad Sales, Fox Hispanic Media
Mike Rosen, EVP/Ad Sales, Telemundo Media
Lino Garcia, General Manager and John Fitzgerald, Vice President, Sales at ESPN Deportes
Carlos Martinez, president, Conill
Natalie Boden, President, Managing Director, BodenPR
Horacio Gavilan, Exec. Director, ahaa
Dr. Felipe Korzenny, Ph.D, Director, Center for Hispanic Marketing Communication, Florida State University
Vanessa Lizama, Client Development Director and Soizic Sacrez, Director of Marketing, Terra
Stacie de Armas, Nielsen Audio
Additionally, the fifth annual Hispanic Market Overview for the first time will feature Hispanic consumer data from Experian Marketing Services, further elevating the value of this annual white paper. Among the topics we examine: “Where should marketers invest, in terms of mobile dollars, to best reach Latino consumers?”
This year’s report will also offer readers the opportunity to download the recently released Hispanic Print Overview, prepared by Adam R Jacobson via exclusive arrangement with EPMG of San Diego, CA as the industry’s most in-depth newspaper and digital news media White Paper.
“The U.S. Hispanic market has evolved at lightning speed, and having the knowledge and insights about where the Hispanic market truly is today is imperative for any marketer that truly seeks to capitalize on the most influential consumer group in North America,” says Jacobson, who has served as a multicultural analyst at Mintel and as a senior editor at Hispanic Market Weekly. “This report is designed to provide a singular authoritative source for CMOs and C-level executives that are ever-scrutinizing their budgets while tackling how to best reach the Latino consumer through total market approaches that incorporate the Hispanic millennial. Yes, everyone is talking about the millennial and the ‘total market,’ but these are important subjects to discuss because that discussion is what needs to drive additional dollars to the U.S. Hispanic market.”
To download Hispanic Market Overview. please visit HispanicAd.com or click here: http://hispanicad.com/sites/default/files/hmo/HMO2014.pdf
Note: The PDF file is very big and does not open on iPad or iPhone devices, nor on select smartphones.