TAILIEUCHUNG - Annual Guide to Hispanic Marketing and Media

For direct marketing, the assumption that a purchase can only be generated by a direct promotion is too simplistic and does not reflect real world phenomena. Following such assumption will lead a campaign to be response-driven and, consequently, waste resources on voluntary buyers. In this thesis, we recognize the implications such an unrealistic assumption has on the field of direct marketing. Our research first conducts experiments on real campaign data following the traditional strategy. Then, we introduce a new strategy for direct marketing, called influential marketing. We will discuss our proposed solution to influential marketing in detail. Ultimately, the. | Published July 23 2007 Copyright 2007 Crain Communications Inc. 2007 Hispanic Fact Pack Advertising Age 3 What do you want in a Hispanic marketing partner A HIGHLY STRATEGIC AGENCY THAT STEWARDS WORLD FAMOUS BRANDS INTO THE LIVES OF MILLIONS OF Latinos with RELEVANCE AWARD-WINNING CREATIVE AND MEASURABLE ROI Or people whose thatnethins . . Or both Why not have both JjQPEZ Negềệte HISPANIC FACT PACK Top line data on the Hispanic market in the . IN A SLUGGISH YEAR for the . advertising industry TNS Media Intelligence cut its 2007 forecast for Spanish-language media spending to growth in June from a more optimistic at the beginning of the year. But that s still double TNS s growth outlook for overall . measured media spending down from an earlier projection as Hispanic advertising continues to outperform the general market. TNS s Hispanic figures are for Spanish-language TV newspapers and magazines and don t include marketers growing use of English-language media aimed at bilingual and English-speaking Hispanics. Advertising Age s fourth annual Hispanic Fact Pack includes data about marketers 2006 ad spending by company and category demographic trends language use and detailed rankings of the top TV radio newspaper magazine and online media. Ad Age also compiled an exclusive ranking of the top 50 . Hispanic ad agencies and the second annual ranking of the top 15 Hispanic media-buying agencies. Multicultural media specialists accounting for seven of the 15 top media buyers in 2006 are finally gaining on the full-service Latino ad agencies that have continued to dominate Hispanic media buying. This year s Fact Pack includes extensive data about online and mobile activities. Hispanics outpace their general market counterparts in areas like instant messaging and entertainment-related activities such as listening to internet radio and downloading music. Among the top 50 Hispanic ad agencies 29 saw double-digit growth in 2006. More than half 26 .

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