The telecommunications company Verizon runs 10 to 12 different direct mail campaigns targeting Hispanics each year, says Ed Miller, executive director of multicultural marketing. The company recently launched a direct response Hispanic advertising campaign created by La Agencia de Orci & Asociados. The campaign includes two 60-second TV spots, one 60-second radio spot, and a bilingual direct mail piece, all promoting Verizon's International Choice Plan. The campaign will run for six weeks in Spanish-language media in key Hispanic markets, including Boston, Los Angeles, New York/New Jersey, Philadelphia and Washington DC/ Maryland/ Virginia. Direct mail serves three purposes in Verizon's overall CRM (customer relationship management) program: acquisition and growth; retention; and win backs. Verizon has 140.3 million access line equivalents in 29 states and Washington DC, including about 16 million U.S. long-distance lines.

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Portada Staff

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