Differences in general market and Hispanic FSI coupon activity
While Personal Care products accounted for most of the coupons inserted into Hispanic newspapers in 2004, according to the recently published 2004 Free Standing Insert Distribution Trends Report (Marx Promotion Intelligence), Dry Grocery coupons dominated general market papers. “There are more cultural similarities between the general and Hispanic markets when it comes to personal care, which makes it easier to run Hispanic promotions that are very similar to those in the general market,” says Wallace Marx Jr., director of marketing at Minnesota based Marx Promotion Intelligence. “With food categories there are clear and distinct cultural differences.” In the general market activity ranking by product type, Dry Grocery was the leader. In the Hispanic market, Personal Care was first and Dry Grocery was sixth. (see “Retailers and CPG's bet on coupons to reach Hispanics,” page 25, Portada® No. 15, April/May 2005).
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