Beverage Industry Digital Magazine established in 1942, the oldest Spanish trade journal and the only beverage trade magazine serving the Latin American beverage market.
It serves soft drink bottlers, brewers, bottled water and juice manufacturers, vintners and beverage distributors in Mexico, Latin and South America, and also in Spain and Portugal.
Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.
Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.
More hours of television content, greater use of social networks and increased impact of "influencers" on people's decisions are some of the trends that have gained ground in the context of the health crisis and are expected to be reaffirmed in 2021.
Household quarantines imposed by governments to try to contain the spread of covid-19, forced people to stay in their homes longer, a phenomenon that changed the relationship of consumers with the media.
Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.
Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.
The recent announcement of the construction of a Disney theme park in Costa Rica has been denied by the Disney Corporation itself.
EDITORIAL
The announcement by the mayor of the city of Liberia on a morning variety program was quickly replicated by various media outlets for a few hours after being denied not only by the Disney Corporation and by the supposed developer of the project, but even by the aforementioned mayor, who was not able to confirm the information.
Advertising must not only capture the imagination of the consumer, but make them buy the products and services advertised.
On November 26 will see the awarding of the Effie Awards, which evaluate the strategy, creativity, execution and results of advertising campaigns.
"The Effie judges campaigns using an effectiveness index, which evaluates strategy and objectives, creativity, execution and results, which is the most significant part.
On 6th and 7th of September 1200 representatives from advertising agencies and marketing companies in 15 countries will be attending "Festival Antigua".
During the event organized by the Guatemalan Union of Advertising Agencies (UGAP), the Jade Awards will be held, which reward creative ingenuity, plus there will be an industry fair for communication suppliers.
With the participation of leading figures in the international advertising industry, the eighth edition of the Festival of Antigua will be held on July 27 and 28.
The festival organized by the Guatemalan Union of Advertising Agencies (UGAP), will feature participants from Central America, the Caribbean, Ecuador, Colombia, Mexico and Puerto Rico.
Among the topics to be discussed are: Country branding and the case of Peru, the Colombian case neuromarketing and the redefinition of the attachment system of the digital age", reports Prensalibre.com
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
In 2009 spending on traditional media advertising grew by 18.5%. In 2010 it increased by only 2.1%, confirming that consumers have started to abandon ship.
Only television and radio appear to be safe from the unstoppable advance of digital media on consumer preference. Print media is suffering most from this change in trends.
As internet penetration in homes and businesses increases, consumers are changing their information consumption habits, and spending more time in front of the PC or with their phone in hand, rather than reading newspapers and print magazines.
A new law aims to regulate private advertising, sanctioning companies which advertise without prior authorization from the Ministry of Health.
Various sectors in the advertising industry, media, attorneys, consumer organizations and human rights groups are criticizing the government´s bill, reported the article by Laura Rodriguez Rojas and Ramon H. Potosme of Elnuevodiario.com.ni.
As the global economy recovers, companies will invest more in advertising, especially in emerging markets, and the favored media will be Internet and TV.
Companies like ZenithOptimedia, GroupM and Magnaglobal estimate that Latin America will grow at a 26% rate, Eastern Europe at 31% and Asia-Pacific at 35%. Brazil is expected to grow 31% and China 51%.
Internet users feel three times more confident in the publicity they find at information portals, than they do in that found on "Social Media" sites
In the marketing world, "social media" is the buzzword of the moment and many, often without much web experience, feel they should recommend clients put publicity on social networking sites such as Facebook and Twitter.