Television
Advertising for the Hispanic Market Using Direct Response TV

March 24-25, 2009
Hyatt Regency Hotel
Austin, TX

Course Fee: $1,395
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Instructor:
Greg Sarnow
CEO, Direct Response Academy

A new training program on using DRTV to reach U.S. Hispanic markets.

The Direct Response Academy is introducing a first: a new course on infomercial marketing to the U.S. Hispanic consumer -- Television Advertising for the Hispanic Market Using Direct Response TV. The course will be held on March 24 & 25 in Austin, Texas.

This new program is very timely because so much has been written lately about how the Hispanic and multicultural market is ripe for growth.  Here’s what Jose Villa had to say at MediaPost’s Engage:Hispanics:

“Clearly, Hispanics, like everyone else in the U.S., are adjusting to the recession by cutting their spending.  However, as the economy inevitably turns the corner, Hispanics represent a stronger consumer segment than their general market counterparts, in no small measure because of their lack of debt. 

In a new consumer world order of overleveraged consumers, the Hispanic market represents a beacon of opportunity as a truly deleveraged consumer.” 

Thus, marketers are being challenged to introduce their brands to this financially stable but underserved segment.  But first it is important to understand the distinct differences in approach.

Attendees at the Austin course will study the nuances of marketing to the Hispanic consumer and the tactical differences in approach to Hispanic marketing vs. general marketing.

Topics such as the specific vendors needed for Hispanic DRTV, how to solve the issue of COD, and the truth about credit cards in marketing to Hispanics will be thoroughly evaluated.

The new course, Television Advertising for the Hispanic Market Using Direct Response TV, is built on the curriculum of the Academy’s cornerstone program, DRTV Management Boot Camp, which covers the full spectrum of an infomercial campaign.  Participants will learn to:                                                               

• Determine if a product is feasible for a Hispanic infomercial campaign
• Build a compelling product offer
• Choose the best creative approach and production format for a Hispanic program
• Build a sound financial model
• Analyze media placement results
• Maximize effectiveness of telemarketing and product fulfillment vendors
• Integrate web sales with a DRTV campaign
• Brand DRTV products for sale at the retail level

As an added bonus, the course dovetails with Austin’s annual South-By-Southwest (SXSW) festival.  Information on the festival can be found at http://sxsw.com/.

Television Advertising for the Hispanic Market Using Direct Response TV will be held in Austin, Texas on March 24th and 25th.  For more information, contact Mark Warren at courses@directresponseacademy.com, or call (512) 301-5900.

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About your instructor:
GREG SARNOW

Greg Sarnow, Direct Response Academy CEO and course leader, is a widely recognized authority on the direct response television industry. He leads the only educational organization dedicated to meeting the needs of the DRTV industry.  Sarnow's unique training programs cover all aspects of launching and managing direct response television campaigns – from full campaign management to managing DRTV media to telemarketing agent training.

Prior to founding the DRA, Greg spent eight years as president of American Television Time.  During his tenure, Sarnow managed long and short form media for Fortune 500 companies including Avon, Rubbermaid, Chase Bank, Toshiba, and Sears, and was responsible for the purchase of $1 billion in advertising media.  With marketing expertise in TV, radio, syndication and direct response, Greg built ATT’s annual revenues from $2 million to $48 million in only 4 years.

Related Links & Courses:
• Why DRTV Training?
• Public DRTV Courses
• On-Site Training
• Project Management