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DALLAS The Association of Hispanic Advertising Agencies released a study at its semiannual convention here today that found advertisers in many categories should devote more than 8 percent of their national ad budgets to the Latino market.
In a similar report last spring, the AHAA recommended 8 percent only as a “ballpark average” allocation.
The current report said rather than using that figure as a standard, marketers should instead consider three factors: the proportion of the Hispanic households in a market, the portion that is Spanish-dominant and bilingual, and the consumption level of individual product categories.
The
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