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Spanish ad approach is varied
Personality pays off for Schaefer beer, whose colorful Argentine wrestler, Antonino Rocta, wound up in Brinkley's Journal; premium offer pulled a mound of boxtops at KUNO, Corpus Christi; Playtex print-ad is less inhibited than its tv commercials; market research is planned by Dick Pickens (BBDO), Harvey Russell (Pepsi-Cola vp), John Doble (BBDO), Tom Sims and John Sougan (Pepsi-Cola); Quinn-Lowe agency's cartoon twist was also featured in radio copy
Radio /tv is 'way out front in ad tactics of major marketers
Radio and tv spot shine brightly, in reaching Spanish consumers.
"It's the only practical medium in many areas," says a Reynolds Tobacco accountman, at Esty agency; Pepsi-Cola's special markets expert, Tom Sims, calls broadcast "the first medium" with Spanish consumers.
Their reasons are the absence of a strong Spanish press (outside New York City) , plus the latin's addiction to radio music &: news coverage.
Add in a Spanish personality, and it's a mixture with more than normal sales impact. (When wrestler Antonino Rocca, who promotes a New York beer, paraded with Puerto Ricans down Fifth Avenue,
the crowd yelled "Viva Rocca! Viva Schaefer!")
At the national level, Nabisco's approach is fairly typical. The giant baking company buys spot radio in New York, San Antonio, Albuquerque and the border states, and currently is investigating markets in southern California, southern Florida and northern industrial cities where Spanish numbers are growing.
Radio is "the most effective and efficient" medium for selling crackers and cookies: In NYC, Nabisco is a year-round user, morning-middayevening, with a strong tie-in to women's service programs.
Cigarette manufacturers are long in the market, with a low-cost item.
Esty agency buys about 30 stations for Reynolds; says it's "fortunate" thai a large number of Spanish stations is on hand, since it would be expensive or impossible to reach these consumers via print. Other cigarette firms advertise, in varying degree: all have active market studies under way. (There's not likely to be much money coming from filters, however: Latins prefer straight tobacco.)
Schaefer beer's progress in New York has been unchallenged, among the Puerto Ricans, thanks to a comprehensive media plan. Brewer began about seven years ago, broadcasting World Series in Spanish; built up sportscaster Buck Canel to ratings that touch 26, (equivalent to 80% share of audience) .
Schaefer's campaigning ties in Spanish life at every level. It hits the audience with massive sports coverage (will even be televising PR baseball in New York this sea(Please turn to page 48)
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SPONSOR/5 NOVEMBER 1962