Sources at the Madison, Wisconsin-based insurer American Family Insurance tell Portada that the company substantially shifted the allocation of its multicultural advertising budget in 2007 to better represent the consumer base in the17 states in which it operates, predominantly in the Midwest.

The shift means a reduction in the amount of monies spent to target in African Americans and an increase in the allocation towards the Latino market. The additional advertising spent in 2007 to target Latinos was mostly invested in Radio, Television and Events. In 2008, the insurer expects to substantially increase its allocation in Hispanic newspapers and magazines. Milwaukee, WI, based Blue Horse Advertising is American Family Insurance Advertising Agency.

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Related Article: November 21, 2005 Advertising Campaigns: American Family Insurance

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