Total Market ConceptWith so much talk around the Total Market Concept (see Wing’s Mc Gavock recent comments about the risk of oversimplification when applying the Total Market approach), it is great news that AHAA (the Association of Hispanic Advertising Agencies) is organizing a free-to attend Webinar on February 25 at 2pm ESTThe focus will be on the agency perception and execution of Total Market Strategies (TM).  AHAA will be unveiling the Second Phase of a Total Market Study focusing on results of a comprehensive survey of more than 200 respondents representing multicultural/ethnic and general market advertising and communications agencies, plus executives from buying, digital, public relations, promotions, and consulting firms. The first part of the study was unveiled last December.
when AHAA presented the initial findings of its Total Market Survey focusing on how corporations are adopting “total market” strategies.

There is apprehension about the definition of TM across various organizations.

With agencies supporting multiple clients, the vast majority of agencies have been practicing TM – of these, 9 in 10 have some clients with TM strategies, while 1 in 10 have all clients practicing a version of the TM approach; however, there is apprehension about its definition and execution across various organizations, which can impact the agency’s ability to deliver the desired effectiveness. In this webinar, you will learn preliminary findings on how agencies are partnering with clients to define and execute TM to deliver incremental results.

The webinar will be moderated by Gabriela Alcantara-Diaz, AHAA Education Chair and President of G ADMarketing, Inc.. Carlos Santiago, chair of AHAA research committee and CEO of Santiago ROI and Roberto Orci, CEO of Acento Advertising will be the presenters.

Register to the Webinar.



Portada Staff

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