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Pepsi Launches Bilingual Advertising Campaign with William Levy

Following their innovative style of advertising and latest trend of parodies and incorporating Hispanic iconic figures to attract both the General and Hispanic markets, Pepsi launched their latest bilingual advertising campaign for Pepsi Next. But this time there are a few key components that differentiate the campaign. First, they have selected William Levy, a cuban-american soap opera or telenovela actor and model.

This bilingual advertising campaign is Pepsi Next’s largest Hispanic effort to date.

The promotion started on April 22 as Pepsi Next, which the brand says has Pepsi taste with 60% less sugar than regular Pepsi, launched Wheel of Levy, a website which showcases a spinnable wheel with various Levy embodied scenarios as a doctor, a romantic, an action hero, a rock star, a sci-fi character and a theater buff, as well as a question mark and a can of Pepsi Next.

Pepsi and Levy’s goal for the bilingual advertising campaign: to get America to try a Pepsi Next for free.

A total of 400,000 Pepsi Next two-liter bottles will be given away through the promotion that runs until May 20th. The site had “over one million hits/views” in its first day and is available in English and Spanish. Users can change the language in the top right-hand corner.

The bilingual advertising campaign targets both men and women in the 25-to-34 range independently of their being Latino or not.

Pepsi is pushing the promo on Facebook to Pepsi Next’s 148,000 fans and @PepsiNext’s 8,600 followers. The videos also appear in a YouTube playlist with views ranging from 11,000 to 146,000. The bilingual advertising campaign is supported by a TV spot and a paid digital and social buy on Buzzfeed, YouTube and E! online, as well as in-store promotions and TV appearances.

Here is Pepsi’s Press Release:

Actor William Levy Seduces Taste Buds Across America To Try Pepsi NEXT®

SIX SMOOTH-TALKING LEVYS WILL MAKE YOU THIRST FOR REAL COLA TASTE, 60% LESS SUGAR

PURCHASE, N.Y., April 22, 2013 /PRNewswire/ — What works up a thirst more than one William Levy? Try six!  The seduction begins today as Pepsi NEXT®, the only cola to deliver real cola taste with 60% less sugar, and Levy debut the “Wheel of Levy,” the brand’s latest mission to get America to Drink it to Believe it.  The actor flexes his acting muscles to showcase six versatile personas in hot pursuit of one united goal – to get America to try a Pepsi NEXT – for free.

“I’m excited to show fans a few unexpected sides of myself to help quench their thirst for a great tasting cola with less sugar,” says Levy. “Whether it’s rocking out or fighting bad guys, I’m giving it my all to ensure you won’t be able to resist the unbelievable taste of Pepsi NEXT.”

Simply visit Wheeloflevy.com to spin the “Wheel of Levy,” decide on which Levy compels you to give into the unbelievable taste of Pepsi NEXT and register to receive a 2 Liter of Pepsi NEXT.  And don’t worry; there is a Levy for everyone.

  • Have a chronic thirst? Abide by “Doctor Levy’s” prescription.
  • Distraught over the love triangle in your favorite soap opera/telenovela?  “Romance Levy” will console you with a sip of Pepsi NEXT.
  • Bad guys on your tail? “Action Hero Levy” rescues and refreshes.

Give in to “Doctor Levy,” “Romance Levy,” “Action Hero Levy,” “Rock Star Levy,” “Sci-Fi Levy” and “Theatre Levy” as they put their powers of persuasion to work both in both English and Spanish.

Visit Wheeloflevy.com today because William Levy only has so many Pepsi NEXTs to give.  Afterwards, don’t forget to spread the love with friends on Facebook and Twitter.  William’s feats of acting prowess, along with the unbelievable taste of Pepsi NEXT, are just too good to keep to yourself.  Thirsty for even more Levy?  Find more refreshing fun online and in-store.

Bilingual Advertising Campaign Pepsi Next
Best Latino Advertising Campaigns
How Attached Are Latino Immigrants to Their Native Country?
Hispanics Polled on Love

For additional information visit:

Pepsi NEXT “Wheel of Levy” YouTube Playlist

www.facebook.com/pepsinext

www.twitter.com/pepsinext

Thoughts of the Day

quotes on the internet #funny

quotes on the internet #funny

Carl Jung

Carl Jung

Next Quote? funny inspirational quotes on every post! | Hispanic Acculturation Secrets Unveiled

Pepsi Launches Bilingual Advertising Campaign with William Levy

Following their innovative style of advertising and latest trend of parodies and incorporating Hispanic iconic figures to attract both the General and Hispanic markets, Pepsi launched their latest bilingual advertising campaign for Pepsi Next. But this time there are a few key components that differentiate the campaign. First, they have selected William Levy, a cuban-american soap opera or telenovela actor and model.

This bilingual advertising campaign is Pepsi Next’s largest Hispanic effort to date.

The promotion started on April 22 as Pepsi Next, which the brand says has Pepsi taste with 60% less sugar than regular Pepsi, launched Wheel of Levy, a website which showcases a spinnable wheel with various Levy embodied scenarios as a doctor, a romantic, an action hero, a rock star, a sci-fi character and a theater buff, as well as a question mark and a can of Pepsi Next.

Pepsi and Levy’s goal for the bilingual advertising campaign: to get America to try a Pepsi Next for free.

A total of 400,000 Pepsi Next two-liter bottles will be given away through the promotion that runs until May 20th. The site had “over one million hits/views” in its first day and is available in English and Spanish. Users can change the language in the top right-hand corner.

The bilingual advertising campaign targets both men and women in the 25-to-34 range independently of their being Latino or not.

Pepsi is pushing the promo on Facebook to Pepsi Next’s 148,000 fans and @PepsiNext’s 8,600 followers. The videos also appear in a YouTube playlist with views ranging from 11,000 to 146,000. The bilingual advertising campaign is supported by a TV spot and a paid digital and social buy on Buzzfeed, YouTube and E! online, as well as in-store promotions and TV appearances.

Here is Pepsi’s Press Release:

Actor William Levy Seduces Taste Buds Across America To Try Pepsi NEXT®

SIX SMOOTH-TALKING LEVYS WILL MAKE YOU THIRST FOR REAL COLA TASTE, 60% LESS SUGAR

PURCHASE, N.Y., April 22, 2013 /PRNewswire/ — What works up a thirst more than one William Levy? Try six!  The seduction begins today as Pepsi NEXT®, the only cola to deliver real cola taste with 60% less sugar, and Levy debut the “Wheel of Levy,” the brand’s latest mission to get America to Drink it to Believe it.  The actor flexes his acting muscles to showcase six versatile personas in hot pursuit of one united goal – to get America to try a Pepsi NEXT – for free.

“I’m excited to show fans a few unexpected sides of myself to help quench their thirst for a great tasting cola with less sugar,” says Levy. “Whether it’s rocking out or fighting bad guys, I’m giving it my all to ensure you won’t be able to resist the unbelievable taste of Pepsi NEXT.”

Simply visit Wheeloflevy.com to spin the “Wheel of Levy,” decide on which Levy compels you to give into the unbelievable taste of Pepsi NEXT and register to receive a 2 Liter of Pepsi NEXT.  And don’t worry; there is a Levy for everyone.

  • Have a chronic thirst? Abide by “Doctor Levy’s” prescription.
  • Distraught over the love triangle in your favorite soap opera/telenovela?  “Romance Levy” will console you with a sip of Pepsi NEXT.
  • Bad guys on your tail? “Action Hero Levy” rescues and refreshes.

Give in to “Doctor Levy,” “Romance Levy,” “Action Hero Levy,” “Rock Star Levy,” “Sci-Fi Levy” and “Theatre Levy” as they put their powers of persuasion to work both in both English and Spanish.

Visit Wheeloflevy.com today because William Levy only has so many Pepsi NEXTs to give.  Afterwards, don’t forget to spread the love with friends on Facebook and Twitter.  William’s feats of acting prowess, along with the unbelievable taste of Pepsi NEXT, are just too good to keep to yourself.  Thirsty for even more Levy?  Find more refreshing fun online and in-store.

Bilingual Advertising Campaign Pepsi Next
Best Latino Advertising Campaigns
How Attached Are Latino Immigrants to Their Native Country?
Hispanics Polled on Love

For additional information visit:

Pepsi NEXT “Wheel of Levy” YouTube Playlist

www.facebook.com/pepsinext

www.twitter.com/pepsinext

Thoughts of the Day

quotes on the internet #funny

quotes on the internet #funny

Carl Jung

Carl Jung

Next Quote? funny inspirational quotes on every post! | Hispanic Acculturation Secrets Unveiled

Andy Warhol Famous Campbell’s Soup Cans

Andy Warhol Campbell Soup Tomato

Campbell’sTomato Soup by Andy Warhol – 1968

We dedicate this Friday’s post to an icon: Andy Warhol.

Did you know how he displayed the paintings on his first one-person exhibition? Here it goes.

Andy Warhol’s Campbell’s Soup Cans transformed him into an overnight sensation when they were first exhibited in Los Angeles in 1962.

It was his first one-person exhibition organized by Irving Blum, the legendary and visionary director of the Ferus Gallery.

The exhibition featured thirty-two “portraits” of soup cans, each identical except for the flavor inscribed on their labels.

These revolutionary paintings were displayed on a small narrow shelf that ran along the wall of the gallery in a way that suggested not only a gallery rail but also the long shelves in a grocery store.

With these works, Warhol took on the tradition of still life painting, declaring a familiar household brand of packaged food a legitimate subject in the age of Post-War economic recovery.

the lunatic is in my head

the lunatic is in my head

Next Quote? On the Mobile Marketing Campaign against Drunk Driving Article

Target Latino gives the gift of WOM this holiday season

We, at Target Latino, have decided to spread a little cheer this Holiday Season. And we want to give the gift of recognition and help promote our colleagues that have worked so brilliantly and hard this year to write their great articles on Hispanics / Latinos and, even better, Hispanic marketing.

So, if you would like us to give you this gift, send us your favorite article on Hispanic Marketing, Social Media, Latino life, demographics, anything related to the Latino community along with a short bio (photo, if you want) and we will do the rest!!! We’ll post it, promote it and credit you for being WHO YOU ARE!!!

Thank you for participating and allowing us to give, at least a little, on this Holiday Season!!

May the year that comes be even better than the one we are now!!!

With all the Target Latino love,

Claudia “Havi” Goffan

PS: Please, send us an email via the Target Latino page or via the contact form on the blog and we will reply so you can send us the rest of the materials!!!

never lose your sense of wonder

never lose your sense of wonder

Multicultural Is the New Mainstream

Multicultural is the New Mainstream

Multicultural is the New Mainstream

The U.S. population is becoming increasingly diverse, and while statistics aren’t really necessary to confirm the obvious, the soon-to-be-released 2010 U.S. Census figures likely will support the multicultural boom over the past decade.  Last week, national advertisers and marketers convened at a conference to discuss the implications of today’s broad and progressively more complex marketplace.  Identifying “best practices” for communicating with multicultural consumers, some presenters indicated that a singular insight focused on commonalities between cultural segments should drive marketing strategy; however, the voice of Hispanic-specialized agencies, the Association of Hispanic Advertising Agencies (AHAA), disagrees with this one-size-fits-all approach.

“Trying to be all things to all consumers not only waters down the communication but also waters down the results,” says Jessica Pantanini, AHAA chair and COO of Bromley Communications.  “The population is definitely more multicultural but that only reinforces the need for customized, one-to-one communication.  It’s more impactful than mass marketing as evidenced by the obvious success of digital and social interactive media.  The growing diversity of the country requires even more insight and understanding of the cultural and ethnic nuances and differences that drive behavior and purchase, and connect with consumers in a unique way.”

AHAA is concerned that advertisers’ request for a holistic approach to marketing and advertising to all segments and the need for a single voice is possibly being misinterpreted to minimize the need for targeted and highly specialized communication. This type of cross-cultural approach lacks insight and understanding critical to the effectiveness of the strategy.  “If one-size-fits-all worked, then fashion designers would have it easy,” Pantanini says.  “Manufacturing costs would go way down, savings could be passed to the consumer and profitability would increase.  It’s great in theory, but it just doesn’t work in the marketplace.

The journey of a Latina Millennial mom is one example.  Her experience is very different from other cultures.  Rather than being the child who was given a trophy for every activity, which would lead her to become more ‘me’ focused; it was the hard work of her parents and the respect that she has for them that has driven her to succeed.

So, while the general market, cross-cultural approach might consider ‘me’-focused behavior the point of convergence for all Millenial moms and therefore execute one communication strategy, the approach won’t resonate with the Latina mom.  In fact, the more inspirational way of talking to Millennials may just be through the Latina insight.  “The goal should be to bring the insight to the strategy, and if the granularity demands a separate communication, so be it,” Pantanini says.  “If not, fine; but the cultural sensitivity must be part of the strategy.

“The U.S. is a salad bowl and not a mixing bowl.  Multicultural consumers are blended into the population but they retain their own unique cultural traits, behaviors and innate desires that influence their responses, purchasing and loyalty.  To ignore this in the name of cost-cutting and consolidation or leaving it to the agencies to figure it out will impact negatively advertisers’ return on investments.”

Multicultural Marketing

Multicultural Marketing

Inclusion, AHAA agrees with advertisers, is the answer; however, it requires bringing Hispanic-market or multicultural specialists in at the beginning of the marketing planning process as strategic thinkers and not just tactical implementers.  Consumer connection and cultural insight is integral to the strategy and helps build the bottom line for brands.

Savvy marketers like General Mills, McDonalds and Time Inc., understand the value of cultural marketing specialists and targeted communication, and have the profits to show for their decisions. Rudy Rodriguez, director, Multicultural Marketing for General Mills says the focus on Hispanic and African American market segments has driven growth for many of the company’s brands.  The packaged food manufacturer has increased investments in these segments progressively over the past four years and Rodriguez says they will continue to invest heavily.

AHAA agrees that the best marketing ideas should win clients’ approval, but the effectiveness of any agency — specialized or general market — relies on an environment conducive to the exchange of information and support for great ideas no matter where they emanate.  Unfortunately, some advertisers may be misguided in the approach and strategies that will achieve bottom line profits when reaching and connecting with multicultural consumers.  Targeted communication, rather than one-size-fits-all marketing, really works.  Finding a successful partnership with a quality Hispanic-specialized expert agency delivers results.

 

So very true

So very true

 

SOURCE Association of Hispanic Advertising Agencies

Wendy’s Launches Hispanic Campaign

Wendy's hispanic campaign launched

Wendy’s Launches Campaign for Hispanic Consumer Market

Wendy’s International, Inc. is rolling out a new series of television and radio commercials targeting the U.S. Hispanic market.

Themed “Sabor de Verdad,” roughly translating to “Real Taste,” the Spanish-language campaign is the first Wendy’s effort from WPP Group’s Miami-based The Bravo Group, which was chosen by the QSR in August as its new Hispanic agency of record.

Timed to coincide with Wendy’s expansion of its 99-cent Everyday Value Menu offerings, the campaign positions Wendy’s as the solution for Hispanic consumers looking to satisfy their “antojos,” or taste cravings, with quality food at affordable prices.

The campaign, which starts Nov. 1 and will run through year-end, will include a series of TV spots airing on national network and cable and local spot TV, plus local radio efforts run at the discretion of individual markets. Some of the television media being employed are Univision, Telefutura, Galavision, Telemundo, mun2, Estrella, TVAztecaAmerica, Discovery en Español, MTVTr3s, Fox Sports en Español and ESPN Deporte. Wendy’s Hispanic media planning and buying continue to be handled by MediaVest and MV42.

The campaign centers on a Hispanic couple, “Cesar and Gabriela.” In the first TV spot, they are seen ordering from the value menu at a Wendy’s drive-through. After Cesar orders a “papapolloguesa,” which Gabriela doesn’t recognize on the menu, it becomes clear that he has combined three products into one: baked potato, Crispy Chicken Sandwich and Double Stack burger.

The current efforts do not include digital/social media support. New Hispanic creative will roll out in 2011, according to Wendy’s and Bravo Group, which is working with Wendy’s general-market agency of record, Kaplan Thaler Group, to ensure that efforts both resonate with Hispanics and are integrated into the brand’s overall marketing and positioning.

“Sabor de Verdad” will serve as a platform for a long-term campaign in which Wendy’s will seek to “build faith” with its growing Hispanic consumer base by delivering on its goal of being “the real choice in fast food,” summed up Wendy’s SVP brand marketing Bob Holtcamp.

Nielsen shows Wendy’s having spent $25 million in major Hispanic media last year and $8 million during first-half 2010, according to Brandweek.

Wendy’s is far from alone: Many QSRs, including Burger King and Carl’s Jr., are beefing up Hispanic marketing. Hispanics have become the most important U.S. demographic growth-driver for restaurants, as well as food and beverage makers, according to Latinum Network market research.

While they are spending more than the general population on food consumed at home, they are also eating out more in both fast-food and full-service restaurants, even as other segments are cutting back on restaurant expenditures. Hispanics also are increasingly likely to eat out during the work day, offering breakfast and lunch opportunities for QSRs and other restaurant formats.

Moreover, Hispanics, African-Americans and Asian-Americans tend to originate food and cultural trends subsequently adopted by the general market. This dynamic has caused McDonald’s, which has been running minority-specific marketing campaigns for more than three decades, to employ insights about minority group preferences to help shape menu selections and advertising efforts intended for general-market consumption, reports Bloomberg BusinessWeek.

let your imagination go

let your imagination go

Inside Hispanic America

by Claudia “Havi” Goffan

Winner of the Publisher’s Multicultural Award Category: Best Multicultural Awareness Article

What is life like in America for Hispanic Americans?  What are their thoughts and concerns about family, employment, education, religion, opportunities, and healthcare?  We asked Claudia Goffan, founder of Target Latino, an Atlanta based marketing and consulting firm specializing in the Hispanic market, to provide “The College World Reporter” readers with her own views from inside Hispanic America. Here is our interview:

Claudia "Havi" Goffan - Hispanic Marketing Expert and CEO of Target Latino

Claudia “Havi” Goffan – Hispanic Marketing Expert and CEO of Target Latino

Q.Could you give us an inside look at Hispanic or Latino life?

A. To fully understand the Hispanic market, you need to analyze it by country of origin, level of acculturation, age, sex, marital status and educational level. Although some generalizations can be made, they have to be understood as such and not as an answer to comprehending the culture.

Let’s talk about some of the generalizations about the Hispanic culture. The very first one that comes to mind is about family being the first priority, the children are celebrated and sheltered and the wife usually fulfills a domestic role. Hispanics have a long Roman Catholic tradition and this usually implies quite a fatalistic outlook where destiny is in the hands of God. Latin American educational system is based on emphasis on the theoretical, memorization and a rigid and very broad curriculum. It follows the French schooling system and it translates into people who are generalists and look at the big picture as opposed to specialists, like in the U.S. Hispanics are highly nationalistic, very proud of long history and traditions.

Hispanics have difficulty separating work and personal relationships and are sensitive to differences of opinion. Hispanics fear loss of face, especially publicly and shun confrontation, where truth is tempered by the need for diplomacy. Title and position are more important than money in the eyes of Hispanic society. Etiquette and manners are seen as a measure of breeding and it follows an “old world” formality. Dress and grooming are status symbols whereas in the U.S. appearance is secondary to performance. The aesthetic side of life is important even at work.

Q. Tell us about the purchasing power of the U.S. Hispanics?

A. According to the University of Georgia’s Selig Center for Economic Growth in 2004 the nation’s largest minority group controlled $686 billion in spending. The community’s purchasing power comprises the world’s ninth biggest economy and it’s larger than the GNP of Brazil, Spain or Mexico. Hispanic purchasing power is projected to reach as much as $1 trillion by next year (2010) being the main drivers of the surge in Hispanic consumer influence the increasing education levels, labor force composition, household characteristics and accumulation of wealth. The fastest-growing occupational categories for Hispanics are higher paying managerial and professional jobs.

Q. What about Hispanics’ Healthcare Access?

A. I will quote a new analysis by the Pew Hispanic Center that indicates that six-in-ten Hispanic adults living in the United States who are neither citizens nor legal permanent residents lack health insurance. According to this same study, the share of uninsured among this group (60%) is much higher than the share of uninsured among Latino adults who are legal permanent residents or citizens (28%), or among the adult population of the United States (17%). Hispanic adults who are neither citizens nor legal permanent residents tend to be younger and healthier than the adult U.S. population and are less likely than other groups to have a regular health care provider. Just 57% say there is a place they usually go when they are sick or need advice about their health, compared with 76% of Latino adults who are citizens or legal permanent residents and 83% of the adult U.S. population.

Overall, four-in-ten (41%) non-citizen, non-legal permanent resident Hispanics state that their usual provider is a community clinic or health center. These centers are designed primarily as “safety nets” for vulnerable populations and are funded by a variety of sources, including the federal government, state governments and private foundations, as well as reimbursements from patients, based upon a sliding scale (U.S. Department of Health and Human Services, 2008).

Six out of 10 Hispanics are U.S.-born - Inside Hispanic America

Six out of 10 Hispanics are U.S.-born – Inside Hispanic America

The study also reports that some 37% of Latino adults who are neither citizens nor legal permanent residents have no usual health care provider. More than one-fourth (28%) of the people in this group indicate that financial limitations prevent them from having a usual provider – 17% report that their lack of insurance is the primary reason, while 12% cite high medical costs in general. However, a majority (56%) say they do not have a usual provider because they simply do not need one. An additional 5% state that difficulty in navigating the U.S. health care system prevents them from having a usual provider. According to Pew Hispanic Center estimates, 11.9 million undocumented immigrants were living in the U.S. in 2008. Three-quarters (76%) of these undocumented immigrants were Latinos.

Regarding health status, the study reports that the Latino population in the U.S. is relatively young, and Latino adults who are neither citizens nor legal permanent residents are younger still. Some 43% of adult Latinos who are not citizens or legal permanent residents are younger than age 30, compared with 27% of Hispanic adults who are citizens or legal permanent residents and 22% of the adult U.S. population.  The youthfulness of this population contributes to its relative healthiness.

About the Hispanic experiences in the Health Care System, the Pew reports that three-fourths (76%) of Latino adults who are neither citizens nor legal permanent residents report that the quality of medical care they received in the past year was excellent or good. This is similar to the proportion of adult Latino citizens and legal permanent residents (78%) who express satisfaction with their recent health care. However, when asked a separate question – whether they had received any poor medical treatment in the past five years – adult Latinos who are neither citizens nor legal permanent residents are less likely (16%) to report any problems than are Latinos who are citizens or legal permanent residents (24%).

Among those Latinos who are neither citizens nor legal permanent residents who report receiving poor medical treatment in the past five years, a plurality (46%) state that they believed their accent or the way they spoke English contributed to that poor care. A similar share (43%) believed that their inability to pay for care contributed to their poor treatment. More than one-third (37%) felt that their race or ethnicity played a part in their poor care, and one-fourth (25%) attributed the unsatisfactory treatment to something in their medical history.

Q. What is the difference in viewpoint between young Hispanics or Latinos born and raised in the United States, and their older parents or grandparents who migrated to the U.S. from other countries?

A. The one difference that applies to all Latinos existent between non and semi-acculturated Hispanics and fully-acculturated or U.S. born Hispanics (young or old) is that whereas the non and semi-acculturated Latinos are trying to learn how to navigate the American culture, the U.S. born Hispanics or fully-acculturated know how to navigate the American culture and “learn” to navigate the Hispanic one from their family.

Q. Who are people on the rise in the Hispanic or Latino community that may become corporate leaders, or the next Sonia Sotomayor?

A. There are many Hispanics on the rise in every walk of life in the United States. Some people may not even notice of their Hispanic background because it usually comes to light when there are political issues at stake. For example, a currently retired doctor that was the Director of Cardiology of the St. Joseph’s Hospital in Atlanta was originally from Argentina. The creative that many years ago came up with the successful campaign for a drug that put the country to sleep is a Nuyorican (Puerto Rican born in New York).

Regarding known Latinos on the rise, you may want to keep an eye on Christine Arguello, Judge, U.S. District Court, Colorado; Emiliano Calemzuk, President, Fox Television Studios; Ignacia Moreno, Counsel, Corporate Environmental Programs, General Electric Company; Esther Salas, U.S. Magistrate Judge, District of New Jersey; Thomas Saenz, President and General Counsel, Mexican American Legal Defense and Educational Fund (MALDEF); Hilda Solis, Secretary of Labor; Rosa Gumatatotao Rios, United States Treasurer; Elena Rios, President & CEO, National Hispanic Medical Foundation; Enrique Conterno; President, Eli Lilly, USA and Edward Chavez, Justice, the State of New Mexico Supreme Court, among many others.

Q. What should everyone know about Hispanics or Latinos?

A. The first thing that comes to mind is the very little known fact that 6 out of 10 Latinos are U.S. born.  The second one is that the younger the generation, the higher the percentage of Hispanics in it. It is imperative to understand the new U.S. demographics when developing business strategies, city planning, new products, etc.

About Claudia Goffan: Recognized as an expert in Latino Marketing by CNN en Español, Claudia has been featured in Adweek, Hispanic Business, Univision, Telemundo and other national and international media.

A native from Buenos Aires, Argentina, Claudia has been very influential in the Hispanic markets in the U.S. and Latin America – both from a business and a community standpoint – always with outstanding results. Claudia has contributed to companies such as, The Occasions Group, The Taylor Corporation, El Banco de Nuestra Comunidad (A division of SunTrust Bank), XEROX, AT&T, BellSouth, Citibank, Papa John’s, Liberty Mutual, British Telecom, Gold’s Gym, Sherwin Williams, and Verizon, among others.

A motivator, strategic and hands-on, innovative, creative and resourceful. It has been said that her humor and presence immediately captivate audiences. She has an MBA from the University of Buenos Aires, Argentina and from the University of California, Los Angeles (UCLA), and more than 20 years specializing in Marketing and Strategic Planning both internationally and domestically. She is bilingual and bicultural in English and Spanish and fluent in Portuguese, French, and Italian.

About Target Latino: Target Latino was founded in 2003, with a vision unparalleled at the time – to show American companies the importance of the U.S. Hispanic market – not by preaching but by acting. Target Latino is a marketing consulting firm specializing in the Hispanic market and inbound strategies.  Target Latino has a long standing experience of driving results in tough economic times.  Target Latino is minority owned, and a percentage of its proceeds go to different charity causes.

So true. Great Quotes

Great quote

AARP The Magazine Now a Most Read Consumer Magazine

Latest MRI Study Shows AARP The Magazine, People, and Better Homes & Gardens Lead the Way as Most Read Consumer Magazines

AARP The Magazine Now Has Three Times the Number of Readers as the Total Number of Twitter Followers of Ashton Kutcher, Oprah and Ryan Seacrest Combined*

AARP The Magazine continues to penetrate households as one of the industry leaders in reach and readership and is the only magazine to report consecutive growth in readership in the last six years, now boasting more than 35.7 million readers, as reported in the Fall 2009 Mediamark Research Inc. (MRI) survey. At a critical time for the publishing industry, AARP The Magazine joinsPeopleGood Housekeeping and Sports Illustrated as one of only four publications in the elite top 10 reach magazines group, that achieved growth in readership vs. Spring 2009 MRI. As the world’s largest circulation magazine and the definitive voice for 50+ Americans, AARP The Magazine now reaches three times as many readers as the total number of Twitter followers of Ashton Kutcher, Oprah and Ryan Seacrest combined.*

Additionally, it continues to be the No. 3 most read magazine by American adults (age 18+) after only People and Better Homes & Gardens, and remains the number No. 1 magazine in capturing the boomer audience. AARP The Magazine is now tied with Sports Illustrated in growth among influentials (461,000 more influentials vs. Spring 2009 MRI). Furthermore,AARP The Magazine readers have a 15% higher median household income and are 27% more likely to have graduated college with a B.A. or higher degree.

“As media fragmentation continues, AARP The Magazine bucks the trend with a 47% increase in audience over the past six years,” said Jim Fishman, SVP/Group Publisher, AARP Media. “By joining PeopleGood Housekeeping and Sports Illustrated as one of only four publications in the top 10 reach magazines to see growth in the recent MRI wave, AARP The Magazine further reinforces its effectiveness in reaching a vast and influential audience.”

As online activity grows and Facebook reports its fastest-growing demographic is age 55+ (ComScore, March 2009), AARP The Magazine’s online property (www.aarpmagazine.org) also experienced tremendous growth, gaining more than 1 million internet users. It is one of only five magazines that saw an increase of this magnitude.

In addition to AARP The Magazine, AARP’s media properties consist of AARP Bulletin and AARP Bulletin Today, the daily go-to news source for AARP’s nearly 40 million members and Americans 50+; AARP Segunda Juventud, the only bilingual U.S. multimedia property dedicated exclusively to the 50+ Hispanic community; www.AARP.org; AARP TV’s original programs My Generation and Inside E Street; and AARP’s nationally syndicated radio programs.

About AARP The Magazine

With more than 35.7 million readers nationwide, AARP The Magazine (www.aarpmagazine.org) is the world’s largest circulation magazine and the definitive lifestyle publication for Americans 50+. Reaching over 24 million households, AARP The Magazine delivers comprehensive content through in-depth celebrity interviews, health and fitness features, consumer interest information and tips, book and movie reviews and financial guidance. Published bimonthly in print and continually online, AARP The Magazine was founded in 1958 and is the flagship title of AARP Publications.

About AARP Media Sales

With unparalleled knowledge of 50+ consumers, as well as unique access across multiple media, AARP Media Sales connects marketers to the ever-growing and influential 50+ population. In addition to representing www.aarp.org, AARP’s trusted Web portal; AARP The Magazine, AARP’s flagship publication and the world’s largest circulation magazine with over 35.7 million readers; AARP Bulletin and AARP Bulletin Today, the daily go-to news source for AARP’s nearly 40 million members and Americans 50+; and AARP Segunda Juventud, the only bilingual U.S. multimedia property dedicated exclusively to the 50+ Hispanic community, AARP Media Sales also has sponsorships for television, radio as well as national and regional events.

*Based on number of Twitter followers as of November 18, 2009 at 1pm EST.

SOURCE AARP

Mega News 1st and Only Interactive News in Hispanic TV

Mega News ‘Edicion Nocturna’ 1st and Only Interactive News in Hispanic Television’

What: Mega TV is proud to be the first and only Hispanic broadcaster to have a news show that gives the community and audience a voice in its content and reporting. “Edicion Nocturna,” airs on Mega News and uses the Internet and new media platforms like Facebook, Twitter, and Skype to give audiences the opportunity to report live and be a part of the news.

How: Hosted by journalist Fernando Del Rincon, one of the most respected political analysts in Mexico and the United States, Mega News “Edicion Nocturna” uses Skype, a free Internet service, to allow the audience to participate via Webcam from anywhere around the world. Twitter and Facebook also play an important role in the way the audience can interact live with the news. Host Del Rincon reads the public’s Tweets on the show as they are submitted.

Several audience interactions have already been successful. A Facebook user recently commented on the controversy of the video of child actors in Puerto Rico who were playing with weapons on Factor Del Rincon News’ Facebook page, essentially turning this viewer into a Web news reporter. The video caused a legal investigation by the island’s Government because they did not know if the weapons were real. Additionally, through the use of Skype, viewers spoke about the Maras and their possible relationship as role models that the children actors in Puerto Rico follow.

“This is a stepping stone for future generations of the media. I feel proud to be a pioneer and a channel of the people’s voice,” said journalist and TV host Fernando Del Rincon.

When: Every Monday through Friday at 10:30 P.M. ET / 7:30 P.M. PT, and 11:30 P.M. in Puerto Rico.

Where: Mega TV Channel 22, Channel 57 in West Palm Beach, Channel 32 in Las Vegas, Channel 169 on DirecTV in Puerto Rico, Channel 30 in Puerto Rico, Channel 38.2 in Orlando, Channel 36.2 in Tampa, Florida, Channel 40.2 in Charleston, Channel 19.2 in Palm Springs, CA, and Channel 405 on DirecTV Mas in the main cities of the United States.

www.mega.tv

SOURCE Spanish Broadcasting System

Papatel Launches Free Phone Service Nationwide to Hispanics

Patented Technology Represents First Non-Internet Based Free Phone Service

Papatel Launches Free Phone Service Nationwide for US Hispanics

Papatel Launches Free Phone Service Nationwide for US Hispanics

Papatel, a new long-distance service that allows customers to call anywhere across the globe for free, today announced that it has launched nationwide after experiencing exponential growth during its test phase. In less than one year, Papatel has garnered more than 80,000 customers who use the service to call loved ones back home at no cost. The service is easy-to-use and takes less than five minutes to join, by logging on to www.papatel.com or calling 1-(866) PAPATEL.

Enrique Baiz, Founder and President of Papatel, commented; “many of us have families abroad, and keeping in touch with them internationally can be very costly. Particularly in this difficult economic climate, Papatel makes it free and easy to keep in touch with loved ones.”

It is so easy. Users establish an account by simply providing basic information including the numbers they will be calling from to make their long-distance calls (whether it be from the cell phone or landline) and they can start using Papatel immediately, with no strings attached. The registration, which takes less than five-minutes, is strictly confidential and the information is never shared with any other entity.

The free service is made possible through an innovative model in which advertisers place ads at the beginning of the calls and after long segments of conversation. Every week, users can acquire 1,000 free points, which allows users to call loved ones in Argentina or Mexico and talk up to 1.5 hours for free. Each time customers listen to an advertisement, they earn points, which provides them with more free long-distance minutes. Consumers can also hear weather reports or their horoscopes if they choose to.

In addition, Papatel offers users Papatel+, which is the company’s prepaid service that provides long distance rates with absolutely no advertisements. Rates to call anywhere around the world start as low as $.01. And, unlike other prepaid phone services, the balance never expires, and there are no hidden fees.

“It is the best deal a user can get for free international calls every week with no strings attached, and our prepaid and pinless international program is truly the top long-distance service in the market today,” added Baiz. “We want potential customers to know Papatel is committed to our promise, that is to offer completely free long distance service always.”

Today, Papatel has nearly 10 patents for this innovative technology, making it the world’s only free long distance service that does not require internet use. For more information or to register for the service, visit www.papatel.com, or call (866) PAPATEL.

About Papatel

Papatel is the world’s first non-internet based free phone service. Based in Miami, FL, the company currently has over 80,000 users in its first year of operation, and is rapidly expanding nationwide. For more information, visit www.papatel.com.

SOURCE Papatel

Location Aware Advertising IS Next Big Trend

NAVTEQ’s LocationPoint ad network provides a more direct way for advertisers and consumers to connect

New Study Underscores Why Location May Be Advertising's Next Big Trend

New Study Underscores Why Location May Be Advertising’s Next Big Trend

NAVTEQ, the leading global provider of digital map, traffic and location data for in-vehicle, portable, wireless and enterprise solutions, today released results of a new survey that illustrates just how impactful GPS-enabled location-based advertising or location aware advertising is when it comes to finding consumers at the right time and the right place.

That survey, conducted by Marketing Research Services Inc. (MRSI), showed that 19% of consumers who recalled seeing a specific ad clicked through to find nearby retail locations and that up to 6% of GPS users actually visited a business location after seeing an ad on their GPS device.

NAVTEQ makes the digital maps that drive a vast array of GPS products and services. Now the company is segueing into location aware advertising, what it calls LocationPoint Advertising, which combines GPS-based proximity, contextual and demographic information to get ads, coupons, and other marketing promotions into the hands of consumers as they are near a point of potential purchase, e.g., down the street from a fast food restaurant.

In its simplest form, NAVTEQ’s underlying technology lets advertisers display ads to users of GPS products and services, while more advanced location aware advertising technology paves the way for advertisers to interact with consumers and glean key behavioral insights and metrics. The MRSI survey shows that NAVTEQ’s one-way connection on navigation devices is delivering high returns to advertisers longing for new ways to stand out from traditional ad clutter and more directly influence consumer buying decisions.

The MRSI survey sampled 757 users of NAVTEQ ad-enabled GPS devices. Respondents were 18 and older with average household incomes over $50K. The survey showed that seventy-two percent viewed the ads as acceptable to the navigation experience.

“Marketers care about reaching consumers at the moment when they are closest to making a purchase decision,” says Nicole Haygood, vice president interactive media director for Draftfcb. “If NAVTEQ’s LocationPoint Advertising proves capable of tactfully engaging them near point of purchase through GPS, it will emerge as a desirable option for ad dollars.”

This type of advertising reaches out and finds a consumer when they’re most open to making purchase decisions,” says David Klein, vice president of ad sales for NAVTEQ. “It’s a vehicle that grabs the attention of a consumer near point of purchase and as the technology matures, it will offer increasing opportunities to interact with the consumer in ways that will deliver substantial benefits to advertisers.”

Study on location aware advertising Findings and Methodology

The study surveyed 757 respondents 18 and older using devices with ads in categories including Convenience, Fuel, Hotel, Pharmacy, and Bank/ATMs.

  • Seventy-two percent of consumers find the ads to be acceptable on their navigation devices
  • At least 50% of respondents recall seeing an ad for each of the advertised brands (aided and unaided)
  • On average, 19% of people who recall seeing a specific ad reported clicking through for information on nearby locations
  • Up to 6% of navigation device users visited a business location because of seeing an ad on their navigation device
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About NAVTEQ

NAVTEQ is the leading global provider of digital map, traffic and location data that enables navigation and location-based platforms around the world. NAVTEQ supplies comprehensive digital map information to power automotive navigation systems, portable and wireless devices, Internet-based mapping applications and government and business solutions. The Chicago-based company was founded in 1985 and has approximately 4,400 employees located in 192 offices and in 43 countries.

NAVTEQ and LocationPoint(TM) are trademarks in the U.S. and other countries. All rights reserved.

About Marketing Research Services, Inc. (MRSI)

MRSI, a member of the MVL Group of companies, is a full-service marketing research firm specializing in product development, consumer insights and Hispanic research solutions for clients in industries from consumer products and retail to financial services and healthcare.

Source: NAVTEQ