Direct Response Analysis: It's Hispanic and It's Direct, But Does It Work?
Posted on Fri, Jun 10, 2011 @ 11:37 AM
Randall Anderson of Listen Up Espanol is quoted in cover story of Portada's Q2 2011 print issue...
Portada Analysis - Apr 13, 2011: Direct Response: It's Hispanic and It's Direct, But Does It Work?
As technology is making advertising ever more measurable and companies increasingly demand quantifiable results, direct response advertising is growing in leaps and bounds. Definitely in the Hispanic market. The number of Hispanic direct response agencies has been increasing over the last few years, with new players entering the field including specialized units of general market agencies like Mercury Media en español.
Direct Response Advertising is designed to solicit a direct response which is specific and quantifiable. In addition, the delivery of the response is direct between the viewer and the advertiser. Cont...
On using Spanish and English...
Omni Direct recently did a study that concluded that a Spanish language campaign can lift the English/General market campaign as well...
“So having English and Spanish campaigns proves the 1+1=3 notion”,
says Randall Anderson, VP Sales and Business Development at Listen Up Espanol.
Additional topics covered in the article include: Branding and DR, an artificial difference; Pay TV for Hispanics, Up to 30% lift in response with multichannel; Using Spanish and English; Print, Direct Mail, FS's, Magazines, Coupons; Home delivered or not?
This article was published in Portada's Q2 2011 print issue.
You can read it in digital magazine format here.
You can read it as an online article here.