Merck’s Hispanic advertising activity next year is going to be more focused on target selection, Ajoy C. Mahtab, Group Product Director at McNeil Consumer tells Portada. That strategy probably will include more online advertising. This year Merck advertised in publications such as Selecciones, Readers Digest and Men’s Health en espanol.
McNeil Consumer on its part is going to continue advertising in broadcast, as it gets cheaper CPMs for that type of media. One of the main brands McNeil Consumer is pushing is Tylenol, which also has a Spanish-language website.