One of the things that has made it possible to be bedridden for the last week and keep my sanity is the stack of books next to my bed. Right now I’m working my way through “The Fall of Advertising & the Rise of PR” by Al Ries & Laura Ries.
I’d been to a workshop led by Laura Ries once, shortly after the book was published, but I never got around to reading the book. So far it’s a lot of info that I consider to be common sense. You build a brand using public relations and you defend a brand using advertising. Makes sense to me. Of course, to the average brand manager, common sense is using advertising to launch a brand.
It’s hard to be a true public relations professional. We know what we’re doing. And we know how to make what we do produce results. The problem is that, very often, it’s a slow build up and you can’t really count return on investment with immediacy. However, the results are often longer lasting than anything you can achieve with advertising.
I’m 3/4 of the way through with the book (which I checked out at my local library). I hope to finish this before my MRI tomorrow.
In the meantime, I’m feeling well enough to have brought a laptop to bed with me. I’m going to try to start blogging once again, or at least adding my comments to what other people are blogging. I’ve felt completely cut off. On with the reading…
‘La Guia para el Bienestar’ Dulcolax Promotion Living Healthier
— reported by Hispanic Ad
To help inspire Hispanic women to take the healthy lifestyle plunge, talk show host Cristina Saralegui and Dra. Maritza Fuentes are teaming up to raise awareness about health and fitness issues that are rarely discussed. Together, they are promoting La Guia para el Bienestar Dulcolax (Dulcolax Guide to Healthy Living), available via http://www.dulcolax.com. The site offers important information and advice about living better and eating right.
Latin-inspired line spices up Kmart
With a swath of bright color here and the shimmer of an extra-large gold hoop earring there, the Latina look is everywhere.
“There are tons of stereotypes out there, but young Latina women in the fashion market are young, fresh and full of ideas,” says Thalia, the Mexican-born pop singer who also oversees a line of clothes for Kmart. “Maybe we’re a little more colorful … and there’s always a little spice, a little flavor and something flirty.”
The 2000 census counted 35 million Hispanics. Since then, Hispanics have passed blacks as the nation’s largest minority group.
Kmart, for one, seems to have confidence in the Thalia brand, expanding its presence from 335 stores when it launched in 2003 to more than 1,400.
The Latina influence is in the details — the glitzy trim, the snugger fit.
Otherwise, Thalia says, the fashion sensibility of Hispanics isn’t that different from anyone else. They like the mix-and-match, high-and-low wardrobe that you’ll find women wearing in practically every corner of the country.
Read the article for more information.
Girl Scouts Encourages Young Latinas To Stay Connected
— reported by Hispanic Ad
About 500 Girl Scouts, family members and volunteers have joined forces to address the specific needs of young Latinas at Girl Scouts of the USA’s fifth National Latina Conference, which took place July 14 through July 17 in Uniondale, N.Y. in partnership with Girl Scouts of Nassau County. The 2005 National Latina Conference is sponsored by Bank of America and has the theme “Connect to Friends, Family and Envision the Future.”
Some 300 Latina Girl Scouts ages 11-17 have traveled from across the U.S. and Latin America to participate in workshops that cover education, financial literacy, self-esteem, entrepreneurship and other issues. These Girl Scouts also will meet notable young Latinas, such as pop star JD Natasha, who serves as keynote speaker, and performer Kathleen Herles, the voice of TV character Dora the Explorer. And participants will celebrate the Latino spirit with fun activities ranging from Latin cooking to salsa dancing. The conference is open to any Girl Scout interested in experiencing and learning about Hispanic culture and the issues Latinas face.
Girl Scouts has seen a 21 percent increase in Latina membership over the past three years and now counts Latinas among its fastest-growing membership segments. “Our National Latina Conference provides an opportunity to share issues and concerns common to all girls but in an environment that more fully addresses the specific needs of Latinas,” said Kathy Cloninger, CEO of Girl Scouts of the USA. “Inclusiveness and diversity are founding principles of Girl Scouts, and the National Latina Conference is one of many ways we’re working to help girls of all backgrounds grow into strong and productive adults.”
Dr. Aliza Sports the Famous Milk Mustache in the Latest Hispanic ‘got milk?’ Ad Campaign
— reported by Hispanic Business
With a stethoscope and a glass of milk in hand, Dr. Aliza dons the milk mustache to encourage Hispanics to drink 24 oz. of milk every 24 hours to help them lose weight
Dr. Aliza Lifshitz, Hispanics’ favorite doctor and a nationally recognized medical expert, is the latest personality to star in the 2005 got milk? campaign sporting the famous milk mustache. Dr. Aliza joins this campaign to inform the Hispanic community about the many benefits of drinking milk and about milk’s role in helping them to lose weight. The ad is part of a nationwide initiative by the Milk Processor Education Program (MilkPEP) to help fight obesity. According to the Centers for Disease Control, about one third of Hispanics are considered obese.
Dr. Aliza will play a vital role in educating the Hispanic community throughout the campaign about the recent studies that have shown that people who include enough calcium in their diets by drinking three glasses of low fat or fat free milk a day can lose more weight than by cutting calories alone.