Media

So, you want to market to Hispanics . . . politically speaking? Of course some of these methods will work in other marketing avenues but as a Politico, I want to remain in that realm for now.

The first step is to break down your target audience into a feasible  and practical group. The biggest mistake that many Ad agencies and Americans as a whole who have no relations with their market is that they jumble them as a whole. Think of it this way . . . are all Anglo Americans the same? Do they share the same beliefs or values? How about Americans of African descent? Do they all share the same cultural references and traditions? The answer is NO! Why would Hispanics be any different then?

Once you break your target audience into a reasonable group, you have to understand how they operate in society. Hispanics adverts do not transcend the number nationalities that make up Hispanics unless the ad illustrates a common goal for the entire group. For example, an ad promoting English-Speaking Classes is not restrained from traditional norms as one promoting a music album.

In the political world it becomes tricky. Many politicians make the mistake to assume that all Hispanics care about Immigration reform as their number one priority. Do not get me wrong . . . it is an important topic to Hispanics but it marginalizes the group. It uses the incorrect approach I have stated that does not work. Second generation Hispanic Americans do not prioritize these issues as much as first generation. So, what is a political campaign to do?

Easy! Break it down. Political campaigns have to embrace Hispanics . . . not just lump them together and assume they all want the same things. A candidate that realizes this, will make the most of targeting and benefiting from their vote. Hispanics political issues and priorities are as diverse as those of Anglos. Thus, it is the objective of the campaign to figure out how to gain their trust.

Hispanics as a whole are a more cynical constituency then traditional Americans. They come from corrupt countries where the government always seems to fail on its promises. They are more keen to the lies of politicians and can smell one from a mile away. These folks do not adhere to political promises and are discerning  of its government's role on issues.

This changes the way one would want to deliver a message. One thing one must understand though . . . once rapport has been built . . . Hispanics will be a loyal group to that Party or Candidate. Once this type of relationship has been established, it can be easy cruising for a candidate.

Another effective way to communicate to Hispanics is through their children. If their children are of voting age, one only needs to target them. First generation Hispanics but Hispanics as a whole trust their families perceptions/opinions on any product. If a Family member claims that X is bad then they all believe X is bad because they trust each other. This works the other way around as well. If X is good then they all believe X is good. This subgroups children have a little of both groups. Thus, when they decide that X is the way to go . . . the parents are not far behind because they have a relationship where they trust each other on such topics.

This list could go on and I have only briefly touched on one group. Hispanics come in different makes, sizes and shapes. Once you understand that a famous Mexican personality does not have rapport with Cubans or that Issues of Evangilical Hispanics are not the same of First Generation College Bound Americans- then one can create an effective marketing/political campaign. Remember not all Hispanics speak Spanish but all native Spanish speakers are Hispanic. I have the luxury of understanding the insight of both groups. As a fluent English/Spanish speaker, I understand what it takes to build rapport among the community. I understand how to rally Hispanics behind one common goal. More important though . . . I understand that they are all different people with different goals in mind. It is my job to figure out what their common bond is and show them that it is for that reason that they should unite.

Oh my goodness . . . I think I have peed my pants! That's what I thought after listening to the intoxicating and addicting album released by Girl Talk. Greg Gillis (aka Girl Talk) is the genius behind this well produced mashup spanning over 3 decades of music. You will experience anything from Twisted Sister to Jay-Z.

All I can say is "wow." This is hands down the best mixtape mashup I have heard in my life. Believe me I look for good ones as well. If you are not into hip-hop let alone the mixing of it into rock or pop then you may be turned off. For you others willing to expand your musical palate then I recommend getting this digital download. Each song transitions into the other seamlessly creating the illusion of one long track, perfect for any party situation.

Feed the Animals is following the trend of allowing the end user to decide the price of the album. Technically you can download it with out ever having to pay for it, but believe me by the time you are done listening . . . you will be donating at least $5. Do what the cool kids will be doing in 3 months and download it now and pay for it later. Customer satisfactions guaranteed!

The Boston Herald reported yesterday that a local TV journalist on CN8, part of the Comcast network, has been effectively terminated after a two-week paid suspension. The shennigans began after Barry Nolan publicly protest the decision by the local Emmy Awards to honor Fox News' Bill O’Reilly.

CN8 released a statement claiming, "Effective May 20, Barry Nolan is no longer employed by CN8, The Comcast Network." Although, they did not indicate why they fired Nolan, it does not take a rocket scientist to put two and two together.

I have taken matters into my own hands and have terminated Comcast as well. They no longer provide Cable, Internet and Telephone services in my domicile. Comcast may have the last say in the career of Nolan but I will have the last say in choosing to do business with Comcast.

I do not support nor endorse the manner that Comcast decided to handle this given situation. Regardless of Nolan's opinion towards O'Reilly, it was his right to protest and as journalist it is his requirement to inform the public about the nonsense that may be occurring. Bill O'Reilly is not a journalist. He is parrot with talking points spoon fed to him from the GOP. Any human being with a functioning brain that can send electric synapses and can make logical/rational decisions would know better.

I recommend everyone and anyone that currently is subscribed to Comcast or knows someone that relies on Comcast for services to cancel as soon as possible. I have sent Comcast a personal email indicating my decision and I recommend you do as well. Comcast . . . you are fired!

Chip Heath and Dan Heath of Fast Company Magazine wrote an interesting piece offering great social commentary the way ad agencies implement and sell their propaganda in this consumer world. I had always contemplated the ethics of the manner that ad agencies pushed a clients agenda for the all mighty dollar. Pharmaceutical adverts come to mind as attractive people share their experiences of a medical condition and how that given medication has improved their life.

Heath approach this article by explaining how adverts create social stigmas that otherwise did not exist before that given ad. There is the infamous VISA ad that portrays individuals that pay with cash not as hip as those that slide their card during point of sale transactions. The subtle commentary that they are trying to indoctrinate in the masses is that cash is a hassle and paying with a card is not. The sheeple seem to buy it as revenues have climbed for VISA.

Then there is the way that they sold the Chinese people on the stigma of dandruff. Procter & Gamble scored when they were able to market Head & Shoulders in a non-existent market. Before this propaganda, Chinese culture did not associate any negativity to individuals with dandruff.

From tanning, to straight white teeth, the media has been successful in pushing certain messages of how individuals of that society should be or behave. The impact on society may not seem detrimental on the surface but one may experience backlash when they accidentally violate a societal norm that they otherwise did not know existed. I recommend checking out the article “Dirty Marketing Campaigns” for some insightful observations.

The Public Broadcasting Service in cooperation with Frontline have developed a two part documentary that outlines the Iraq War called Bush's War. There were over 400 hours of footage shot to produce the account of fabrication, escalation, invasion and subsequent aftermath of the United States occupation of Iraq. The best thing is that you do not have to set your DVR or take time out of your schedule to view this masterpiece. It will provided online for free via the Frontline webpage on the PBS website. It is a media rich content that is dynamic and is controlled by the end user. As you watch the film, you are given option to explore more in-depth analysis of particular clips and additional information that may not have fit into the original film but did not deserved to be cut. I recommend spending a lazy Sunday tomorrow checking out the film. Plan on spending anywhere from 2 hours to 5, depending on how much you wish to learn.

Files Released by Colombia Point to Venezuelan Bid to Arm Rebels - Files provided by Colombian officials from computers they say were captured in a cross-border raid in Ecuador this month appear to tie Venezuela’s government to efforts to secure arms for Colombia’s largest insurgency.

Clinton rejects calls to quit Democratic race - Sen. Hillary Clinton on Saturday rejected calls by supporters of rival candidate Barack Obama to quit the Democratic presidential race, and Obama said Clinton should remain in race "as long as she wants."

Blu-ray copy protection 'cracked' - A company claims it has cracked the anti-piracy technology on Blu-ray discs. Slysoft says the new version of its AnyDVD programme allows users to make "backup security copies" of high definition movies. The claim is a blow to Sony which developed the Blu-ray format.

Sadr Makes Truce Offer - Shiite cleric Muqtada al-Sadr is offering to pull his fighters off the streets of Basra and other cities if the government halts raids against his followers and releases prisoners held without charge. The offer is contained in a nine-point statement issued by his headquarters in Najaf.

'Open Skies' heralds new era in air travel - The first plane has landed under the "Open Skies" agreement between the United States and Europe, heralding what many hope will be a new era in air travel. The Continental Airways flight from Newark to Heathrow touched down under rainy London skies at dawn on Sunday morning.