Advertisers that are beginning to focus on the young Hispanic
market have been given a gift in the form of Latino television
programming. Now mind you it’s not your typical Latino
television programming that you would find on Univsion, this
programming is geared towards the large and most overlooked
demographic, U.S. born Latinos.
Advertisers crave the buying power of the Hispanic market, the
largest minority group in the United States today. But the
problem is that they are limited in their knowledge of the
Latino community. While they are looking for different types of
media to use to hit this desirable market and have their
agencies working overtime on the creative end, they are still
missing the point.
They are not hitting their intended market, but that has been
made much easier for them. They received a gift from the
television world in the form of AIM Tell-A-Vision, a distributor
of English language Latino television programming. Too often
advertisers specially create an ad campaign in Spanish to hit
the young U.S. Latino market and by doing that they are
shortchanging their brand. As I have stated in various articles,
the U.S. Latino market is not a mystery, but advertisers have to
go beyond their ad agency and do their own homework.
AIM Tell-A-Vision has made it easier for an advertiser to hit
this desirable market by developing various English language
programs such as UrbanLatino Television, American Latino
Television, Sonidos and Latination. This programming is
developed especially to attract young U.S. born Latinos that
speak English, which represents over two thirds of the Hispanic
market here in the United States.
An advertiser can actually create an ad campaign in English and
get their message in front of the intended audience and not the
assumed audience. That’s not to say that an advertiser doesn’t
have to gear the campaign towards the Latino market but this
medium makes it easier for them to actually gauge their efforts.
Marketers have to disperse of the “Stereotype Marketing” that
has engulfed the media dollars which are intended to build brand
awareness within this demographic. They need to realize that the
U.S. Latino market cannot be put in a cyclone, it is an evolving
culture and of the over 65 million Latinos in the United States
today, over 25 million are U.S. born.
So how does an advertiser looking to hit the young U.S. Latino
market reach them?
Well they first need to bring in an advertising and marketing
agency that understands this demographic, like New Age Media
Concepts, then develop creative that is geared towards the
English speaking U.S. Latino market and put together a
comprehensive marketing plan that will get their message to the
intended audience.
Of course this would encompass various types of media and not
just television, but AIM Tell-A-Vision is an example of an
overlooked medium that should be embraced if an advertiser wants
to tap into the massive buying power of the U.S. born Latino
market.
Louis Victor New Age Media Concepts www.namct.com
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