By: Carlos Velez
TV Ad Sales Manager

In a changing economy, as seen in Latin America, one of the main lessons learned from companies and advertisers has been continuity. The eternal conflict between financial and marketing areas have always tried to limit advertising budgets, seeking immediate income to justify ad spending and forgetting the importance of branding when positioning a product in order to cultivate the top of mind awareness and its influence on the final sales process. Fortunately, more and more this conflict is becoming a thing of the past.

These days, the largest and most successful companies have recognized that advertising and communications are vehicles that open and secure the pathway to a successful sale. The current market experiences and the recent economic downturn left a great lesson in which companies and brands that never stopped their communication /advertising plans made it through the narrow stretch while the ones that stopped were left behind. Strategies such as international paid TV advertising is high-cost benefit and very effective, especially since the infrastructure of cable operators in Latin America has improved and the penetration in households has increased.

Prioritizing these assumptions is certainly one of the most important steps in projecting business growth as consumers are always changing and we should be observing and keeping up with their new habits. Social networks and the world of the web are examples that show the new waves, including excellent Out-of-Home opportunities. Television has been growing as a digital platform where the commercials are being modified for in-flight entertainment and for closed-circuits in commercial buildings/retail stores. In conclusion, those who see an opportunity in the time of crisis gain an advantage in the marketplace. Strategies are always expanding and improving, so change the mental chip and start seeing advertising as an investment instead of as an expense in order to continue the magic of communication.

For television advertising, please contact your US Media Consulting Representative at 305-772-5500.