Thursday, December 3, 2015

Understanding the Hispanic shopper

Over the next four weeks, American shoppers will spend billions on holiday gifts, and advertisers will spend nearly as much trying to convince them to buy their products. It’s important then for media buyers and planners to understand who they’re targeting and choose their media mix accordingly. New research from Geometry Global, an agency focused on shopper marketing, shows how important shoppersit is to target different demographic groups in different ways. The most important thing media people should understand is when a minority group, such as Hispanics, behaves the same as the mainstream versus when cultural considerations become the driving force in a purchase

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