I had the pleasure to interview Maria Casella. She is the Vice President of Marketing at Digital Advertising Agency. An advertising agency that specializes in the Hispanic market in South Florida which sells television spots and produces commercials. During our interview, she explained to me the process in which her agency understands their customers. We talked about their customers, segments and positioning, tools and processes to understand the customer, their challenges in market research, and my recommendations. Digital Advertising Agency is a small advertising agency located in Miami, Florida. They have been in operation since 2009. They produce television commercials in high definition as well selling television spots. They have a niche market since they have specific networks that they work with. The agency works with cable networks like SurPeru, TVChile, TVColombia, that tend to be market segmented based on the content’s country of origin. These cable networks buy country specific content and air it on their networks in the United States. Customers The agency’s customer are small business owners. The small business owners usually own restaurants, specialty stores, travel agencies, etc., that sell products aimed at the Hispanic market. About 80 percent of their …show more content…
They analyze the capability of investment of the customer based on the weekly investment they are able to make. The agency aims for clients that have a budget of about $750 per week and a commitment of continuous television spots for 3 months. Since the customer needs a television commercial to be broadcasted on television, they also provide the commercial production service for which they usually charge $500 per commercial or $300 per revision. They recommend their clients to make a revision or a new commercial depending on their circumstances every 3
middle of paper ... ... Contacting certain audiences, which is their main target during different promotions, is a wonderful way to go. Understanding advertising will help you understand yourself and make you realize who you really are and who you will always be, no matter how many cosmetics you buy. Works Cited Adweek, L.P.
Hispanic agencies face a wide variety of obstacles in producing Latin images that are marketable. First, most agencies allocate a small amount of their budget for Latino marketing. “A general market budget of $25 million may allocate only $1 million to the Hispanic market”(147). For this reason most Latino advertisements have gained the reputation of being educational and geared at introducing recent immigrants to new products.
...les, “was this specific Panera Bread hiring,” she referred me to a manager. The manager I spoke with, Rob a fair skin man dressed in business casual explained to me the restaurant are accepting applications. Panera Bread’s commonality and convenience is a plus in the business world; restaurants spend thousands of money on advertising and broadcasting. How many people have seen Panera Bread commercials?
Advertising is as old as civilization itself. They are forever interconnected. If one changes then so does the other. So as our society evolved dramatically by the influence of technology and social media, so did the way we advertised. With the power of technology, advertising gained the ability to be everywhere at once. These locations ranged from billboards, to projector screens that hang from skyscrapers, to even in your homes in the form of commercials. The evolution of advertising in the modern world is both somewhat disturbing and innovative at the same time.
What are some marketing (advertising and sales promotion) approaches to be used when targeting this group?
The paper will display the philosophy or reason behind their advertising, as well as the structure of their industry. The audience and the jobs and training that take place will also be examined to better understand the Canadian advertising industry. The external environmental factors such as technology, language, and the economy will also affect the advertising industry. This issue should be addressed to understand the importance of international competition and how it can affect or even control an industry.
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
First off, when companies advertise they need to have a plan. How much is the company going to spend?
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
This paper will analyze an ATT commercial according to audience, purpose, context, ethics, and stance. The focus will emphasize the audience which the aid is trying to reach and how they do so.
Actions taken towards acquiring other ad agencies explains the company’s corporate strategy is appropriate to its business environment. From the SWOT analysis it was recognized that company’s external threats were client product’s bad performance, to eliminate this threat the company has a opportunity to start new venture where they conduct a paid product testing process and later certify the product quality, by this process company can has opportunity to make more revenue and also eliminate the threat of false advertising. As already discussed above the company’s business revolves around related diversification in creating ads and marketing products, using all the existing resources company has a opportunity to diversify to enter media of reality shows, games shows, or even daily soups, where lot more revenue can be generated. When observed the company corporate strategy has not changed over the time, and maintained the business structure in horizontal integration, by holding single industry strategy and involving itself in the process of acquiring the competitors to achieve competitive advantage to gain huge size and scope of operations in different countries (Reference for Business,
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a
Nowadays, advertising is a very big business. Very often is the major means of competing among firms. Furthermore, supporters of advertising claim that it brings specific benefits for consumers.
Nevertheless, one of the most important constants among all of us, regardless of our differences, is that, above all, we are buyers. We use or consume on a regular basis food, clothing, shelter, transportation, education, equipment, vacations, necessities, luxuries, services, and even ideas. As consumers, we play an essential role in the health of the economy; local, national and international. The purchase decision we make affect the requirement for basic raw materials, for transportation, for production, for banking; they affect the employment of employees and the growth of resources, the successfulness of some industries and the failure of others. In order to be successful in any business and specifically in today’s dynamic and rapidly evolving marketplace, marketers need to know everything they can about consumers; what they are want, what they are think, how they are work, how they are spend their leisure time. They have to find out the personal and group influences that affect consumer decisions and how these decisions are made. In these days of ever-widening media choices, they need to not only identify their target audiences, but they have to know where and how to reach