Chris Purdy

Direct response television (DRTV) advertising that targets Hispanic audiences has proven to be an effective way to reach a growing segment of the U.S. consumer market whose purchasing power is expected to reach $1 trillion by 2010. According to Nielsen Monitor-Plus, Univision, the Spanish-language network, reported increased ad revenues of 13 percent for 2005. As a comparison, overall U.S. ad spending grew only 4.2 percent. The opportunity is undeniable. However, there are a few, key back-end operations you need to consider when setting up a Hispanic DRTV effort to make sure you maximize your investment. Handling Calls Increased DRTV ad spending usually means increased response from Hispanic

Edited by Lisa Yorgey Lester When it comes to multicultural marketing, much ado has been made of front-end processes such as creative, and list and media selection. However, the back-end processes of direct marketing often get neglected. If you sell to the Hispanic market, is your database set up to handle multiple surnames? If customers respond to your Spanish-language offer via a toll-free number, are they greeted by a Spanish-speaking teleservices rep? As Gustovo Grüber of Banta Direct Marketing Group points out in "Shore Up Your Back-end," these all-important, but often ignored, back-end operational issues are key to solidifying customer relationships in ethnic

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