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.
The union of advertising agencies has reported that in 2017 they generated revenues of $443 million, of which $35 million corresponded to digital advertising.
According to figures from the Associated Advertising Agencies of Honduras (Apha), the $35 million invested in digital advertising in 2017 made this line of business represent the third largest revenue generating factor for the agencies, surpassing investments made in radio media, which were estimated at $19 million.
Eleven autonomous entities including companies such as Recope and Acueductos y Alcantarillados averaged a 32% increase in their advertising budgets in 2017.
In their budgets for 2017 at least eleven decentralized state enterprises have significantly increased the amount of resources allocated to advertising in 2017.In the case of the Costa Rican Oil Refinery (Recope), Nacion.com reports that"... The increase is 30%." Acueductos y Alcantarillados (AyA), has budgeted to spend $760,000, higher than the $229,000 that was spent in 2016 in this category.
The commercial potential of mobile devices continues to grow in emerging markets, where 93% of people check their phone in the first hour after waking up.
A global report by Deloitte highlights the growing business potential of mobile devices such as tablets and mobile phones, both in developed and emerging markets.
The adjustment to the Advertising Standards Code includes changes to the marketing of food and non-alcoholic beverages and those targetting minors.
"All of the documents from responsible sources that give us indications, that tell us of existing trends or what's happening in the world, with the research that is being carried out, are important tools for dealing with the reforms and allowing the Code of Ethics to always be up to date" , said Sherman Calvo , president of the Salvadoran Association of Advertising Agencies (ASAP) and Senior Vice President of National Advertising Council (CNP) to Laprensagrafica.com .
Of all the advertising spending in mass media in the region, Nicaragua's share is 8%.
Guatemala's is 28%, Costa Rica's 22% and Honduras' is 16%.
Despite this reduced participation, the Nicaraguan media market has grown by 15% over the last two years, said Cesar Espinosa, CEO of Cem Communications and president of the Nicaraguan Organization of Advertising Agencies (ONAP), during an interview with Humberto Galo for Laprensa.com.ni.
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.
The massive and growing use of mobile devices is hitting businesses hard, generating great opportunity and great risks.
A report from RSA (The Security of Business Innovation Council), once again brings to the forefront the growth of mobile phone use in businesses for both internal management and to communicate with customers and consumers.
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 Chamber of Commerce, Industries and Agriculture of Panama has rejected the public airing of legal proceedings.
A statement from the Chamber of Commerce, Industries and Agriculture of Panama reads:
The Chamber of Commerce, Industries and Agriculture of Panama, considers it unacceptable that any legal processes be publicly aired, when they should be handled by the appropriate entities, as was the case last week with the Ministry of Labor and the company Varela Hermanos S.A.
Private companies and government agencies spent about $200 million in 2011 on different media, an increase of 8% compared to 2010.
The slicing up the country’s advertising pie, according to type of media, was as follows: television received 72.7% of the ads, being the favorite, next came newspapers, with 15.35%, then radio, with 4.67%; followed by magazines, with 3.8% and outdoor advertising, with 3.41%.
Industry saw revenues of $511 million in 2011, compared to $434 million in 2010.
Advertising in Costa Rica grew by 18% reporting revenues of more than $511 million in 2011, approximately $77 million more than last year, said the pollster Media Guru.
If the inflation of colones is included in the calculation, the real growth is 9.3 percent, reported ElFinancierocr.com. In 2010, gross income of the sector was $434 million.
The new Code of Advertising Standards aims to address aspects not covered in its predecessor, in particular the treatment of images of women and children, and environmental credentials.
Gabriela Melara's article in Laprensagrafica.com reports that: "As of today, Salvadoran advertising will be governed under a new Code of Advertising Standards, which will address issues that the previous (code) did not address clearly, as reported by members of the National Council of Advertising (CNP in Spanish)."
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