Q&A WITH ALEENA ASTORGA ROESCHLEY
The Delicate Dance Of Targeting Hispanics
Though Hispanics do share a common ethnicity, their experiences and history are quite different, and understanding that is a key part of putting together an effective media plan to reach them. Aleena Astorga Roeschley, research director and multicultural expert at Communicus, an advertising consultancy, talks about defining bicultural Hispanics, targeting them more effectively, and how to mimic previous campaigns that have worked.
