US Hispanic Direct Response Marketing Returning Big Rewards

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There’s been a shift in the DRTV responses over the last few years – what used to be strictly an English speaking audience has changed considerably. Half-hour paid program purchases in the U.S. are coming from both English and Spanish speaking consumers reaping generous rewards.

In 2005, direct response television marketers spent hundreds of millions of dollars in advertising, and garnered hundreds of billions of dollars in sales to American consumers. “DR” as it is known, is where you go to buy everything from fitness equipment to vacuums. From vitamins to hair care products. If you want to buy it, and enjoy some television entertainment at the same time, direct response marketing is the way to go.

But there’s been a shift in the DRTV responses over the last few years – what used to be strictly an English speaking audience has changed considerably. Half-hour paid program purchases in the U.S. are coming from both English and Spanish speaking consumers. Recognizing this, successful English language direct response marketing firms are re-creating their shows in Spanish – airing them on Spanish television stations and networks – and reaping generous rewards.

Spearheading this movement is Dr. Nadia Ashrafian, CEO of Capital Media, a direct response agency founded to guide marketers into the opportunities offered in Spanish language marketing. Dr. Ashrafian’s success in this regard is evidenced by her agency’s receipt of the “Adaptation Infomercial of the Year” award from the Electronic Retailing Association (ERA).

The award, made at the 2005 ERA Mid Winter Conference, held in Miami in late January, clearly demonstrated the excitement surrounding US Hispanic marketing in the direct response world. In addition to Capital Media’s win for their adaptation of Little Giant Ladder, the agency was also nominated for adaptations of Body by Jake/Ab Scissor and Savvier/6 Second Abs. In the Best Original Production category, Capital received a nomination for Extractor Magico, a kitchen product.

“The Hispanic consumer has stood on the sidelines long enough”, stated Dr. Ashrafian. “They are viable consumers, who appreciate the respect shown by marketers who take the time to advertise to them in their own language.”

Capital’s new client list for the last six months certainly bears this out. Capital has added Iceland Health, Reliant International, AllStar Marketing Group, Dual Action Cleanse, Thane Direct USA, BlueHippo Funding, Prudent Choice, and many other top name direct response marketers to the ever-expanding world of US Hispanic DRTV.

“2005 was a great year for Hispanic marketing and 2006 looks set to top that,” says Dr. Ashrafian. “We’re proud to bring the U.S. Hispanic consumer top quality direct response marketing of products and services”

Capital Media is a full service advertising agency located in Mission Viejo, California. Capital Media specializes in bringing direct response products and services to the US Hispanic consumer, via television, radio, print and internet advertising. Visit Capital’s website at http://www.capitalmedia.com, or contact Dr. Nadia Ashrafian at 949-305-0670 x 102.

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Kathi Moore
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