The Los Angeles Direct Marketing Association (LADMA) Multicultural Council Presents a Hispanic Market Briefing.

Hispanic Market Briefing Program Will Include: Language use in translations, release of a Hispanic market study and La Opinions Monica Lozano as key note speaker for the associations May luncheon.

Los Angeles, CA (PRWEB) April 23, 2004 --The Los Angles Direct Marketing Association (LADMA) Multicultural Council headed by Ivan Cevallos, President of ethos ege, brings you a timely Hispanic Market Briefing: How to successfully market to U.S. Hispanics. The Associations May luncheon will coincide with the celebrations of Cinco de Mayo and will be held at the Proud Bird Restaurant in Los Angeles on May 4, 2004 from 10:00 a.m. till 1:30 p.m.

The Census estimate of the U.S. Hispanic population sets it at 38.8 million, or 13.45% of the total U.S. population. Despite the economy's recent slackness, U.S. Hispanic purchasing power grew 8% to almost $540 billion in 2002. U.S. Hispanics' purchasing power is projected to reach $638 billion by 2010, according to the US Census.

Ivan Cevallos says General market advertising and English language media do not effectively reach the Spanish speaking Hispanic segment. Even with bilingual Hispanics, Spanish language communications generate better results." Experts believe direct response is a great alternative to reach the Hispanic market as long as marketers understand the implications of language, culture and life styles. A successful strategy requires research and the integration of several marketing initiatives.

The program includes:

Key Note Speaker:
Monica Lozano, Publisher and CEO of La Opinion, the largest Spanish language newspaper in the nation and Vice President of impreMedia, the nations largest newspaper chain.

In the Hispanic market, daily newspapers are facing a lot of competition from other sources of information but at the moment they still lead when it comes to trust. One quarter of the Latinos surveyed (SRG Latino) believe their daily paper is the most trusted media outlet.

Seminar 1: Managing the Spanish translation process:
Seminar 1, presented by Richard Antoine, Principal of Magnus Corp., looks at such issues as when to translate materials and when to keep them in English, how to take into consideration regionalisms and dialects as well as knowing if the translations you have been given are correct. Seminar 1 also explores some of the major Spanish-speaking communities in the U.S., developing materials to reach these communities, and the entire process of gearing a marketing campaign to Spanish speaking communities from the point of view of a non-native language speaker.

Seminar 2: Release of Hispanic Shopper Study.
Collaboration between ADVO and New American Dimensions. Presented by Thomas Tseng, Principal and co-founder, New American Dimensions. The presentation is based on the study "Understanding the Hispanic Shopper: The Key Media and Marketing Influencers That Fuel Grocery Expenditures" which is a collaboration between ADVO, Inc., Food Marketing Institute, and New American Dimensions. The study is a representative snapshot of Hispanic grocery shopping trends across major U.S. markets and highlights purchasing habits, shopping attitudes, store channels and the advertising influences, especially store circulars and in-store direct marketing, that impact food shopping.

LADMA is a non-profit organization with a history of over 30 years serving Los Angeles area direct marketers. LADMA provides many opportunities and events for learning, networking, sharing ideas and getting projects and programs to deliver higher response rates and greater profits. For more information or to make a reservation for the event, visit the LADMA Web site at www.ladma.org, call 310-374-7499 or contact the Multicultural Council Chair, Ivan Cevallos at 626-388-2100 x 1.