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Hispanic Market Marketers Confused?
Forbes Magazine Keith Kirkpatrick - Emerging Trend: Marketers continue to pursue the fastest growing minority group in America but are still puzzled by its many faces.
Why: "The idea that Hispanics don't have any money or interest in mainstream products is going by the wayside,"
Challenges: Don't make assumptions. "There are land mines everywhere, and you don't want to appear to be pandering," warns Kirkpatrick. "But you don't want to go the other way, either, creating a blanket campaign that doesn't take into account the rich heritage of these people."
Opportunity: Hispanic households often consist of multiple layers: seniors and recent émigrés Spanish, assimilated 30's and Spanglish speaking teens and 'tweens. "Don't just put salsa music behind every pitch."
Hispanic Market May 31, 2005 02:31 PM | 1-855-ABOGADA | Abogadas de Inmigracion
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