The Spanish mails: big brands start talking to Hispanic households

Article Abstract:

Direct-mail brokers who compile lists of Hispanic Americans are flourishing, and no wonder. 25.7 million strong, Hispanics are one of the largest growing population groups in the US, and their purchasing power has doubled since 1985. Hispanics are an especially attractive target group since they receive considerably less mail than English-speaking people and are therefore more receptive to the mail they do receive. Sears Roebuck and Co. has aggressively targeted Hispanics, and another retailer, J.C. Penney, is even sending them brochures written in Spanish.

Direct mail advertising services, Demographic aspects, Target marketing, Hispanic American consumers

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For the love of money: direct-response methods match clients to brokers

Article Abstract:

Financial service companies are moving to direct-response marketing with coupons, 800-numbers and well-trained telemarketing staffs. Potential investors receive advice and information about available investments directly from the marketer, instead of putting their future in the hands of a broker. Merrill Lynch and Fidelity campaigns aim toward customer education. Dreyfus offers a questionnaire called a 'free investment review' in newspapers and magazines, which promises the customer free personalized investment advice.

Financial services industry, Financial services, Stockbrokers

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AmEx builds its relationships

Article Abstract:

American Express Co's (AmEx) consumer credit card division is shifting its emphasis from product marketing to relationship marketing. Relationship marketing involves determining and meeting customers' needs to increase loyalty and usage. Seniors and college students are potential target markets. AmEx's direct agencies are expected to develop new campaigns by the first part of 1993.

Advertising agencies, Short-term business credit, Misc. business credit institutions, Services, Credit and debit card industry, Credit card industry, American Express Co., AXP

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