T H E SECTION III
S T A T E SEGMENTATION
O F
A R I Z O N A ’ S
CHAPTER 14
H I S P A N I C
M A R K E T
MESSAGING
Hispanic Marketing: Mistakes To Avoid When Targeting The Hispanic Consumer
MISTAKE #1 “SIMPLY TRANSLATING AN ENGLISH MESSAGE INTO SPANISH” “Often, when translated into Spanish, an American message turns offensive, silly or meaningless” —Mayté Sera Weitzman, Houston PR consultant Mexico-born to Cuban parents, raised in the U.S. and married to an Argentinian
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DATO S
A Z 342
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