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The traditional strategy for targeting U.S. Hispanics online—which could be summed up as “let’s translate our ads into Spanish”—is no longer an effective means of reaching the increasingly complex market; and may even end up alienating a large number of consumers, according to a new Hispanic Cyberstudy released by AOL.
During a breakfast presentation to a group of advertisers and agencies in New York on Tuesday (Jan. 26), AOL executives argued that gauging Hispanics’ attitudes and language preferences only by their level of acculturation—i.e.
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