MERCADEO Versión en español
New study by Telemundo, Tapestry and IRI will reveal the exact formula for making Hispanic advertising more effective
Patricia Molina| 12 de septiembre de 2013
Jacqueline Hernández, COO de Telemundo Media
Television content creator Telemundo Media and the Tapestry division of SMG Multicultural, part of the Starcom MediaVest Group, together with Information Resources, Inc. (IRI) announced they are taking a new study this fall to discover the precise formula for obtaining maximum return on investment for Hispanic ad campaigns.The COO of Telemundo Media, Jacqueline Hernandez, says the study is designed to qualify and quantify the power of Hispanics in the United States and offer new, more certain business results to marketers. Telemundo is proud to play a key role in an ongoing study that will demonstrate what it really takes to win at the cash register.With the results of this study it will be possible to determine which mix of media strategies generates maximum ROI, while at the same time improving the execution of ad campaigns targeting Hispanics by using only data from stores in predominantly Hispanic areas.This is an opportunity for us to creatively solve pressing issues for our clients says Lia Silkworth, executive VP of Tapestry, adding that its all about boosting our human understanding of consumers to create opportunities for clients that didnt exist before and that can pinpoint business opportunities in the Hispanic market.The results of this study will provide effectiveness and efficiency in media buys for budgets allocated to the Hispanic market. Reaching out to Hispanics with meaningful advertising is more than just a way to drive short-term sales; it’s about building long-term relationships that matter says Patrick Moriarty, an advanced analytics executive at IRI.
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