New Print Advertising Campaigns
- This spring, The American Red Cross will run PSAs (Public Service Announcements) in the following magazines published by Editorial Televisa: Pantalla de Entretenimiento, Buen Hogar, Cristina, Cosmopolitan and Vanidades.
- ESPN will do print advertising in the top 20 Hispanic markets, including ads in El Diario/La Prensa, La Opinion, La Raza and El Nuevo Herald. Tapestry Communications buys media for ESPN in the Hispanic market.
- Consolidated Credit Counseling Services, a Ft. Lauderdale, Florida based consumer debt-relief organization, will launch a multi-platform Hispanic ad campaign which will include print. This spring, the non-profit organization plans to do a test drop of 300,000 direct mail pieces in the Chicago market. Consolidated Credit is close to signing The Cartel Group (San Antonio, TX) as its ad agency.
- HBO-PPV will advertise in print in the top 20 Hispanic markets, including newspapers. Media buying for HBO-PPV is done by Mak Media (Baltimore). Total budget for general and US Hispanic markets is US $15 million a year.
- Joss Claude Products, the maker of Formula Latina, a hair care product designed exclusively for Latinas, plans to increase its print advertising budget (especially in Hispanic magazines). Last year, Formula Latina only advertised west of the Mississippi. In 2005, Joss Claude plans to advertise nationally and, therefore, double its advertising budget. Advertising agency Mendoza Dillon does media buying.
- Cadbury Schweppes is looking to complement radio and TV advertising with local print ads. Eagle Media (Cadbury Schweppes' in-house media agency) does the media buying; Cartel Contacto does planning.
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