{"id":1883,"date":"2006-07-24T12:00:00","date_gmt":"2006-07-24T05:00:00","guid":{"rendered":"https:\/\/portada.wpengine.com\/2006\/07\/24\/advertising-campaigns-lactaid-continues-large-scale-investment\/"},"modified":"2012-11-08T22:43:58","modified_gmt":"2012-11-08T22:43:58","slug":"advertising-campaigns-lactaid-continues-large-scale-investment","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/hispanic-media\/hispanic-newspapers\/advertising-campaigns-lactaid-continues-large-scale-investment\/","title":{"rendered":"Advertising Campaigns: Lactaid continues Large-scale Investment"},"content":{"rendered":"<p>In an effort to boost brand-awareness and sales of their product in the U.S. Hispanic market, Lactaid, a unit of <strong>McNeil Nutritionals, <\/strong>is continuing an ongoing campaign to reach out to the Hispanic market. It is a particularly good fit, as they assert that about half of all Hispanics experience some form of lactose-intolerance, compared with 15-20% of the Anglo market.<\/p>\n<p>A prior campaign consisting of TV, radio, and magazine ads was successful in achieving a 49% increase in brand awareness and 22% increase in category awareness among Hispanics.<\/p>\n<p>Lactaid, which has a Spanish-language website with distinct content from its English-language website, is reported to have allocated approximately 50% of its advertising budget on the Hispanic marked, according to an industry insider who wished to remain anonymous.<\/p>\n<p>Lactaid&#039;s Hispanic agency of record is L.A. based La Agencia de Orci &amp; Asociados.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>High rate of lactose-intolerance among Hispanics behind company\u2019s marketing strategy.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[42,5],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v22.6) - 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