The Spanish language is one way that marketers can differentiate their Hispanic marketing from that targeted to the general market. Sometimes it's the only way, but I think that's a miss.
In any case the language piece of Hispanic marketing has a lot of folks puzzled. I just read an Ad Age post that really sums it all up. Call it Language for Marketing to Hispanics 101. It's actually entitled E for Español and it's an excerpt from Hispanic agency Dieste's online Diestepedia.
Take a read and let me know your thoughts!
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