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LOS ANGELES-Nissan Motor Corp. is downsizing its national Hispanic ad effort and bolstering its support of regional programs.
“We have changed our strategy to better address the Hispanic audience,” said Dierdre Francis-Dickerson, manager of minority marketing and strategic relationships at Nissan.
The Gardena, Calif.-based automaker has dropped national Hispanic television advertising, a medium it ventured into for the first time late last year.
Last fall Nissan hired Mendoza Rend—n & Amigos in Newport Beach, Calif., as its first national
Hispanic agency.
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