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Exploring the Use of Techniques From Neuroscience in Today's Marketing
Date:11/2/2007

perative that we keep on top of trends that will continue to propel our industry forward," Bird says. "Our planners, and frankly all of the professionals in our business, need to understand new tools so they can use them effectively in delivering exceptional work to our clients. We can't rely on what's been done in the past to communicate with Latino consumers of today. It takes bold thinking and a willingness to listen to, and experiment with, new ideas to succeed as a professional, as a Latino agency and as an industry."

Ribero wants planners to be better informed about neuromarketing. Rather than asking consumers to identify the reasons for their behaviors, Ribero believes planners should infer that by studying humans and understanding why humans like certain things. "Humans behave the way they do but they don't know why," Ribero says. "And we won't get to the truth by asking them. By studying, reading and observing human behavior we will become better planners. As we become more strategic, our brands will become more connected with their consumers and not just sell stuff but fulfill desires and needs that we can help them identify."

For more information about Hispanic advertising, the AHAA conference or the Latino market, please contact Elinor Kinnier, AHAA communications manager, 703-610-0204, or visit the AHAA Web site, http://www.ahaa.org.

About AHAA:

The Association of Hispanic Advertising Agencies (AHAA) is the national organization of firms that specialize in marketing to the nation's 46 million Hispanic consumers, the most rapidly growing segment of the American population. AHAA promotes the strength of the Hispanic marketing and advertising industry to the private and public sectors. AHAA agencies offer a unique blend of cultural understanding, market intelligence, proven experience and professionalism that deliver Hispanic market success for clients. AHAA agencies help organizat
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SOURCE Association of Hispanic Advertising Agencies
Copyright©2007 PR Newswire.
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