Tuesday, August 26, 2014

Total market approach: a total fail in reaching Hispanics

There has been a lot of debate about using a “total market approach” when reaching out to Hispanics, especially in regards to their millennials.

Total market approach is relying only one marketing program designed to reach all consumers across both general and ethnic markets. If you take a shortcut like this and try to tap into the Hispanic market using a straight translation of your Anglo campaign into Spanish, 

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