Advertisers learn about Latinos

LAFAYETTE, Ind. (WLFI) - Understanding the Latino population in Greater Lafayette could help build the local economy.  That's what advertising and marketing professionals learned at a diversity breakfast put on by the American Advertising Federation-North Central Indiana.

"I think just understanding some aspects of the culture and family, the importance of family, and the importance of education, and that kind of thing, can be beneficial to the marketing aspects," said guest speaker Maricela Alvarado, of Purdue's Latino Cultural Center.

She said it is important to talk about the Latino population because of its growth.

"If you look at the projected growth for 2050, we're looking at close to half of the U.S. population being Latino," she explained.

Alvarado said currently, documented Latinos make up about 8% of Tippecanoe County's population. That's a segment business leaders say they do not want to leave out.

"We need to understand how that communication process happens and what best ways to reach them, if we're only doing it in one language or graphics that speak to just one area, we're actually eliminating a whole section of the market," said Patrick Nycz, AAF Vice President.

"Just to know a little more about some of the minorities, the Latino population, and its an important part of our community and figure out how we should be marketing to them, talking to them," said Jo Wade, Convention & Visitors' Bureau.

Alvarado said understanding the variety of countries, cultures, and classes represented in the Latino community can help when marketing to them.