Innovativa mailed a general merchandise Spanish-language catalog last April. The catalog has a price of US$2 to create perceived value. It offers general merchandise goods. Sources at Innovativa did not want to provide any information. There are very few Spanish-language catalogs. One of the few publishers of catalogs is Hewlett-Packard. Last January it began mailing English- and Spanish-language catalogs to more than 10,000 Hispanic business owners. The catalogs were distributed based on company size, geography, and projected IT expenses. Hewlett-Packard's team conducted briefings as to the content and look and feel of the Spanish-language catalogs, but the actual translations and execution was done by an outside agency.
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