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Ad Panel: ‘Total Market’ Hard to Define #HispanicTV

Use of Data is Creeping into Buyers’ Strategies 10/02/2014 12:45 PM Eastern
With the continued melding of the Hispanic population with the U.S. culture at large, the new buzzword for marketers to use when implementing their advertising strategies is ‘Total Market Approach.’
The problem, however, is that term can be defined in a variety of ways.
“I think its one of those things like the Loch Ness monster,” said Steve Mandala, executive vice president of advertising sales, Univision. “People talk about it but no one has ever seen it.”
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