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Hispanic Direct Response TV Apples are Manzanas…

Posted by Elena del Valle on April 14, 2010

By Marcelino Miyares, Jr.
Director, Mercury Media en español

Marcelino Miyares Jr., director, Mercury Media en español

Photo: Mercury Media en español

A bottom line is a bottom line no matter what we call it. That is why I am a convert to the strategic importance of Hispanic Direct Response TV (DRTV). Taking a DRTV approach to the Hispanic market is a proven and valid model for Hispanic marketing because it focuses attention on the bottom line, not just the investment.

The Hispanic segment has reached critical mass as a demographic and few argue its potential contribution to virtually any brand’s performance in the general marketplace. Thanks to Hispanic DRTV, this is now measurable; and more to the point, allows marketers to forecast and optimize the ROI of a Spanish-language media budget.

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