Web Help For Hispanic Ads
Jul 19, 2002, 12:00 AM
Adelante Hispanic Marketing has unveiled a new website aimed at assisting U.S. companies in capturing the attention of almost 36 million potential Hispanic customers. The site, Www.adelantehispanicmarketing.com/ highlights the unique characteristics of the Hispanic culture, market-growth trends in the U.S., and the purchasing power of the U.S.-Hispanic population over the next 48 years. The agency's "Opportunity" page points out best practices advertisers should keep in mind to avoid costly marketing mistakes. It focuses on respectful communication using an approach called "transcreation," which considers the nuances of Hispanic culture rather than simply translating English-language advertising into Spanish.