Page 7 - Latino Boom II

Basic HTML Version

C o n t e n t s
|
i x
Spanish-Language Radio
185
Spanish-Language Print
191
Newspapers and Magazines Ad Revenue
192
Profile of the Hispanic Magazine Reader
195
Key Players
197
Hispanics Online
198
8 The Hispanic Advertising Industry
209
History of Hispanic Advertising
210
Total Market Strategy Roadmap
215
Who’s Got Game?
217
What About Creative?
224
The Rise of Content Marketing
228
A Final Thought
230
9 Your Roadmap To Success
233
Five Rules for the Road
235
A Word of Caution About Research
238
The Rise of Marketing Accountability
243
Brand Measures
244
Creative Effectiveness
245
Sales Metrics—Opportunities and Challenges
246
Test Markets—Do’s and Don’ts
248
Putting It All Together:
249
10 The Big Picture
253
The Four Ps
255
People
255
Press
256
Politicians
257
Presidents
259