Despite recession, companies target Latino market

Story by Beatrice Garcia of The Miami Herald

MIAMI, FL – Halfway through Univision’s top-rated variety show, Sábado Gigante, host Don Francisco yells out: “Vamos a cantarle a State Farm! Música, maestro!” — “Let’s sing to State Farm!”

The audience swings into a snappy rendition of a song that praises State Farm Insurance — part of the company’s marketing strategy that is pumping more dollars into Hispanic marketing than ever before.

An increasing number of advertisers, especially consumer-product companies and financial-services firms, are reaching out to U.S. Hispanics and putting a larger share of their ad budgets into Spanish-language media and community-event sponsorships.

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