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Importantes ejecutivos del mercado hispano hablan del 'mercado total' en HISPANIC MARKET OVERVIEW 2014
  • Latin America - español


News provided by

Adam R Jacobson Editorial Services and Research Consultancy

Apr 28, 2014, 06:00 ET

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MIAMI BEACH, Florida, 28 de abril de 2014 /PRNewswire-HISPANIC PR WIRE/ -- ¿La letanía interminable sobre el "mercado total" es una total idiotez?, pregunta The Adam R Jacobson Editorial Services and Research Consultancy. ¿Es el enamoramiento de la industria del mercadeo y la publicidad con los milenarios (los integrantes de la generación del milenio) completamente tonta, ya que es más probable que estos consumidores tengan trabajos de pacotilla y mucho menos dinero para gastar en lo que sea en comparación con sus padres y sus abuelos?

¿Para el autor de Hispanic Market Overview, presentado por López Negrete Communications, es hora de decir "Adiós y fin de la historia" porque el mercadeo y la publicidad a los hispanos han llegado a su punto más alto y está empezando su lento y penoso descenso? "Bueno, creo que no", dice Adam R Jacobson, un veterano estratega de medios del mercado hispano, que es el autor y el editor del célebre informe Hispanic Market Overview (Visión general del mercado hispano). "Pero hay una charla interminable sobre cómo los operadores del mercado y los anunciantes necesitan entender cabalmente 'los enfoques al mercado total', dondequiera que estén".

En la quinta edición de Hispanic Market Overview, la pregunta de "¿qué es 'mercado total' y cuál es la mejor forma en que el operador del mercado debe abordarlo en sus actividades de compra y planificación y dirigidas a los hispanos?" es examinada plenamente por varios de los principales ejecutivos en el mercado hispano actual.

También examinamos al codiciado milenario latino, y por qué son tan importantes como personas que ejercen influencia y líderes en los medios sociales.

Al mismo tiempo, observamos cómo el consumidor hispano está en la vanguardia de cambios rápidos en la forma en que consumimos medios, y por qué el debate de 'hispano' versus 'idioma español' debe eliminarse de una vez por todas.

Hispanic Market Overview, que ya se puede descargar en PDF exclusivamente en HispanicAd.com, presenta debates con estas importantes personalidades:

Alex López Negrete, presidente/CEO, López Negrete Communications

Ingrid Otero-Smart, presidenta/CEO, Casanova Pendrill

Daisy Exposito-Ulla, presidenta de d exposito & Partners

Liz Castells-Heard, presidenta de Castells & Asociados

Manuel Machado, CEO y copresidente, MGSCOMM

Keith Turner, presidente de ventas de publicidad y mercadeo, Univision

Tom Maney, vicepresidente ejecutivo de ventas de publicidad, Fox Hispanic Media

Mike Rosen, vicepresidente ejecutivo de ventas de publicidad, Telemundo Media

Lino García, gerente general, y John Fitzgerald, vicepresidente de ventas en ESPN Deportes

Carlos Martínez, presidente, Conill

Natalie Boden, presidenta, directora gerente, BodenPR

Horacio Gavilán, director ejecutivo, ahaa

Dr. Felipe Korzenny, Ph.D, director, Center for Hispanic Marketing Communication, Florida State University

Vanessa Lizama, directora de Desarrollo de Clientes, y Soizic Sacrez, directora de Mercadeo, Terra

Stacie de Armas, Nielsen

Además, la quinta edición anual de Hispanic Market Overview por primera vez presentará datos sobre el consumidor hispano de Experian Marketing Services, elevando aún más el valor de este informe anual. Entre los temas que examinamos: "¿Dónde deben invertir los operadores del mercado, en dólares para el sector móvil, para llegar mejor a los consumidores latinos?"

El informe de este año también ofrecerá a los lectores la oportunidad de descargar el recién divulgado Hispanic Print Overview, preparado por Adam R Jacobson mediante un acuerdo exclusivo con EPMG, de San Diego, California, como el informe de periódicos y medios noticiosos digitales más exhaustivo del sector.

"El mercado hispano de los Estados Unidos ha evolucionado a la velocidad del rayo, y tener el conocimiento y la visión del lugar en que verdaderamente se encuentra hoy el mercado hispano es imperativo para cualquier operador del mercado que realmente busque sacar provecho del grupo de consumidores más influyente en Norteamérica", dice Jacobson, que ha trabajado como analista multicultural en Mintel y como editor principal en Hispanic Market Weekly. "Este informe está concebido para proporcionar una fuente singular autorizada para directores de mercadeo (CMO) y ejecutivos de alto nivel que siempre están examinando sus presupuestos y a la vez estudiando cómo llegar mejor al consumidor latino mediante enfoques de mercado total que incorporan al milenario hispano. Sí, todo el mundo está hablando del milenario y del 'mercado total', pero estos son temas importantes que hay que discutir porque ese debate es lo que hace falta para llevar más dólares al mercado hispano de los Estados Unidos".

NOTA A EDITORES: Una imagen de alta resolución está disponible en: http://www.hispanicprwire.com/multimedia/in/

FUENTE Adam R Jacobson Editorial Services and Research Consultancy

SOURCE Adam R Jacobson Editorial Services and Research Consultancy

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