Por fin, national retailers are thinking Hispanic

Article Abstract:

Advertising campaigns by national retailers for the Hispanic market are examined. J.C. Penney Company Inc. has one of the most advanced Hispanic marketing programs among national retailers, with national commercials on SIN, and Spanish-language television and radio commercials. The advertising campaigns of other retailers(including Zayre Corp. and Walgreen Co.) are also considered. It is pointed out that Macy's New York does no Spanish-language advertising and suggested that the campaigns by J.C. Penney's and other retailers may convince Macy's to change its plans.

Case studies, Economic aspects, Marketing, Retail stores, Market segmentation, Stores, J.C. Penney Corporation Inc., Hispanic Americans

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Retail advertising: looking for a look

Article Abstract:

Due to sluggish sales and a glut of retail shops, retailers are having to carefully evaluate their positions as businesses and as advertisers. The only real way that retailers can differentiate themselves from one another is to promote the store as a brand name in and of itself. Part of the problem that advertising agencies share is building a campaign for the retailer that is consistent in all media.

Management

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