Strategies Companies Employ Throughout Brazil in Advertising

Advertising in Brazil
Strategies for advertising in Brazil vary because of the economic status of the consumers. For advertising to be effective, the ads must reach their audience, and to reach their audience they must find the right mediums for the right ads.

Most Prevalent Advertising

In Noticias they write that terrestrial television ads have been growing rapidly in the past year, nearly a 55% increase, which is four times more than any other form of advertising. Following terrestrial TV ads is newspapers, which increased 13% this year. Marketers predict digital advertisements to dramatically increase in the near future, following the trend of the rest of the world, despite the 7% increase it has seen.

Opportunities

The World Cup in 2014 and the Olympics coming up in 2016 – Brazil has experienced wonderful conditions for massive advertising opportunities. Usually, futbol games on TV and local stadiums give advertisers a large audience to receive their advertisements, but international events lead the advertisements to reach to the far corners of the world. Millions of fans watch the World Cup and the Olympics, increasing the price of advertisements along with the reach.

The Ban

Brazil has been making movements to ban urban billboard advertisements threatening to poison the Brazilian aesthetics. In the early 2000s, urban advertising skyrocketed across Brazil, littering the cities with thousands of distracting advertisements flashing in every direction. Regulating the advertisements was far past city control, so cities decided to ban the advertisements collectively. In less than a year, 300,000 store front signs were removed and 15,000 billboards. Citizens have taken control into their own hands by removing advertisements by covering them with their own art. A movement was even lead to cover billboard ads with art.

The negative reaction to outdoor advertisements stems from a variety of reasons. Most commuters are tired of never being able to escape corporate influence. They walk to work viewing advertisements the entire way, then are constantly seeing ads as they work on their computer, then the whole commute home again, and for the rest of the evening as they try to relax and watch television.

Cláudio Loureiro is the founder of Heads Propaganda, a successful advertising agency. His success has helped him to expand his business in Brazil, acquiring some of the largest companies for his advertising strategies. He is notorious as a clever inventor and problem solver, using his artistic and creative talent to find solutions to corporate awareness issues.

The Chinese Stock Market

The press has recently devoted a lot of time to the Chinese stock market and the devaluation of the Chinese yuan. While this seems like a problem a world away, it can have a serious impact on the United State’s and global economy.

The Chinese economy has fueled a lot of the growth in the American economy and increased the buying power of many low to middle-income consumers. By importing less expensive goods from China, American’s can buy more products with the dollars they have thereby increasing their purchasing power. This relationship was shown in a paper published by the economist Christian Broda of valuewalk.

Broda researched the effect of low-priced goods sold through such retailers as Target and Wal-mart to prove that lower cost imported goods helped grow the American economy by an average of $10 billion dollars a year over the study period. Broda is a Ph.D. in Economics having graduated from MIT and went on to become a tenured Professor of Economics at the University of Chicago. Recently Broda left academia to become the Managing Director of a New York City-based hedge fund, Duquesne Capital Management.

In devaluing the yuan (also known as the renminbi), China made their exports slightly more expensive to the rest of the world. However, by carefully calculating the devaluation, the Chinese People’s Bank didn’t make the additional cost of their exports so much to appreciably impact the level of exports, but also not enough to make foreign investors want to exchange their yuan for other currencies causing a capital flight from the country.

One of the reasons for the devaluation is China’s painfully slow process to realign its economic house from an emerging economy. Also, China has long sought the objective of having the yuan be including in the International Monetary Fund’s basket of preferred currencies along with the US dollar, Euro and Japanese Yen. The I.M.F. has deferred that decision until at least next year.

While stock markets across the globe reacted negatively, the Chinese market is still about 40% above its value this time last year. Investors are notoriously skittish concerning any major financial news and even though China’s devaluation was previously announced and the amount of the devaluation was relatively small (1.9%), investors still reacted with a sell-off. Other factors contributed to the market’s decline like China’s slowing exports, overall sluggishness in their internal economy, and its failure to provide additional enticements for future capital investments.

Other country’s central banks will also be put under pressure to devalue their currencies so that their own export markets will not become uncompetitive against China’s. The argument of China’s export protection will probably become a big political talking point in the upcoming US elections.

ITEC Growing with Brian Bonar’s Vision

ITEC, which is also known as Imaging Technologies Corporation, is a major creator of software and hardware for color management and digital imaging. They also provide service for their products. This company was started nearly thirty-five years ago and it is based in San Diego, California. ITEC provides various market segments with imaging products, such as software, copiers, printers, and plotters. They specialize in clients who are running medium to small businesses. Customers appreciate the total package of ITEC’s system solution. Everything they need is bundled together, such the supplies, computer software and service agreements. ITEC services what it sells.

ColorBlind © is one of their prominent software packages which combines applications to make images successfully over various platforms of software and hardware. The program has won awards and is easily ran by new or experienced professionals. Clients can also get supplies such as paper, toner, and ink through ITEC’s e-commerce branches, www. color.com and www.dealseekers.com. These sites also provide service support and helpful information concerning software products and color education.
During the past year or so, ITEC has developed from a manufacturing/developing corporation to one of marketing/servicing. The company plans to use its knowledge and experience in imaging products and services to broaden their acquisitions and to serve a larger client base. ITEC specializes in serving small and medium businesses by offering various administrative services.

Recently, ITEC sought to diversify their executive services by acquiring a professional employer organization. Virginia’s SourceOne Group, Inc. is now a branch of ITEC and helps clients with human resources and other payroll services. ITEC hopes this acquisition will enhance services, keep loyal clients and boost profits. ITEC also is working with small to medium reseller businesses in order to reach customers and other sources of revenue globally.

As the CEO of ITEC, Brian Bonar has a lot of experience in imaging services. For nearly twenty years, he worked with companies such as U.K. ltd. and IMB. Later, he worked in an Alabama company called QMS as its executive director of engineering for over four years. His hard work and expertise took him to San Jose, California to work for Bezier Systems, Inc. as their vice president of worldwide sales and marketing. In two years, he accepted the position of executive vice president and COO. Finally, in 1998, Bonar was named CEO and was chairman of the board doe Bezier, Inc. Brian Bonar is a hard working man.

Brian Bonar’s vision as CEO of ITEC is inspiring for all those who work with him. He has been interviewed by several leading financial journals and is considered and expert in the field of imaging services. With all their new services and acquisitions, it is expected that ITEC will continue to expand with Bonar’s experience and competent leadership.