Lexmark, the Kensington, KY-based electronics manufacturer, will do a mostly print-oriented Hispanic advertising campaign in 2008.
Barry Edison, Senior VP Director of Media Insights at Southfield, MI-based Doner tells Portada that Lexmark’s 2008 outreach will be mostly done through Hispanic family magazines (e.g. Casa y Hogar and Ser Padres). “The main criteria is to reach moms. We look at the growth in new computer sales and one of the larger groups to come into the computer market is Hispanic mothers.” Lexmark will also be doing some TV advertising in Hispanic TV broadcast networks.
Doner is Lexmark’s General Market and Hispanic Agency. For detailed contact information of more than 2,000 Agency and Advertising/Marketing Decision Makers targeting Hispanics, please click here.