Media Sales Today

Consumers with Hispanic roots account for a significant part of the population. Marketers target this demographic with promotions for events such as Cinco de Mayo and quinceanera – which commemorates the event of the 15th birthday for girls. Beyond that, industry experts say most marketers are missing the mark when advertising to the Hispanic demographic.

For consumers concerned about the price of gasoline and about the environment, a hybrid car would be seem to be perfect solution. Manufacturers have been doing their part to increase the types of models available. But consumers aren’t always so anxious to purchase hybrids.

We’ve all heard the reports about the death of traditional media. So what does it mean when a format like TV influences over half of consumers to make a purchase? New research shows that marketers have to be careful not to move all of their ad budgets into digital channels just yet.

Local media companies might be hearing an unsettling noise drawing closer – the roar of the digital freight train is headed their way. These small operators have little choice if they want to survive. They must find a way to jump on board and begin what Borrell Associates calls the ‘mediamorphosis’.

Marketers have traditionally allocated their ad budgets based on the audience reach and price. For many years, cable operators delivered a growing and often targeted audience at a good price. But the latest data on cable TV viewership may have some marketers raising their eyebrows.

Whether they’re online or on paper, shoppers faithfully check weekly circulars for specials at the supermarket. Even as we emerge from recession, consumers are continuing to buy private label products. To boost sales of branded products, marketers are increasing their use of traditional ad circulars.

Last week, I highlighted a report from Magnaglobal about the growing importance of TV. Several other organizations believe the TV format rules in ad effectiveness. And when TV advertising is combined with new targeting technology, marketers say they believe the format holds great promise for the future.