Marketers target Hispanic segment

Wentz, Laurel
January 2002
Advertising Age;1/7/2002, Vol. 73 Issue 1, p30
Trade Publication
The article reports that the Hispanic market for advertising surged ahead in 2001 despite the United States recession. Twenty out of the top 25 advertisers to Hispanics increased their ad spending. By contrast, 53 of the top 100 advertisers in the general market cut ad spending during the first nine months of 2001. Jessica Pantanini of the multicultural media buying company Tapestry explains that marketers capitalize on market segments that tend to overdeliver in consumption and contribution to business and where there isn't a lot of competition for share. "Hispanic Business" magazine ranks car makers, package-goods marketers and telecommunications companies among the highest advertising spenders.


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