Making Direct Marketing Work to Reach Hispanics

A neutral or colloquialism-free form of Spanish should be used, and Zubi said telephone marketing may not be a cost-efficient channel due to higher cost per call because Hispanics tend to chat more.

PSA also recommends that direct marketers identify their audiences' ethnicity and level of acculturation. That often doesn't matter with mass media such as TV or radio, but a mailed credit-card offer, for example, is more effective if the offer, language and creative are in line with the recipient's level of acculturation.