Hispanics’ View of Corporate Social Responsibility
In this exclusive piece, Aleena Astorga Roeschley, senior project manager and multicultural expert at Communicus, Inc., discusses Latinos’ perspectives on corporate philanthropy. Many brand marketers have developed corporate responsibility programs where they team up with consumers to help those in need–General Mills’ Box Tops for Education, for example, is one of the longest running and most visible initiatives. But while Hispanic...
Will Your New Creative Approach Succeed In-Market?
Dramatic shifts in the world of advertising have created even more pressures on copy testing, with advertisers needing more rapid feedback in a fast-moving world, and the expansion of online branded content requiring ever more copy be produced, including copy that is highly customized for specific audience segments.
Cord-Cutting, Tipping Points and Advertising
Recent reports confirm that the number of consumers who have decided that they don’t need cable companies anymore has increased dramatically lately….
Avoiding ‘Middle of the Road’ Brand Positioning
To effectively reach millennials, marketers must leverage research and its resulting consumer insights to identify and quantify new brand positionings as either cutting-edge or nostalgic. Just stay out of the middle lane. When researching and developing brand positioning, many marketers try to create a space in which they can appeal to as many consumers as possible, ideally striving to be the No. 1 brand in their category. Marketers...
Play Offense, Not Defense to Win Hispanic Engagement
Everyone knows that Hispanics are a fast growing, key group of consumers in the marketplace, but do advertisers’ investments reflect that? In a recent Media Post article, Jose Villa writes about the visible trend of marketers increasing investments in the Hispanic Market as a defensive move. Advertisers are experiencing decreases in sales among their General Market target, so they then decide to invest money behind strategies that...