FAMILY, EDUCATION DRIVE NEW AOL LATINO CAMPAIGN
By Ross Fadner

AOL Latino, a Spanish-language version of America Online, breaks its biggest TV ad campaign today. The effort also incorporates radio, event, and viral marketing initiatives in select markets, the company said. Spending was not disclosed.

Mercy Lugo-Struthers, director of Hispanic marketing, AOL Latino, noted that since its official launch in October 2003, AOL Latino has been heavily involved in research about the Hispanic market. She said a recent Roper/ASW study conducted for AOL Latino about the online behavior of Hispanics revealed that community, family, and education were the top priorities for Hispanic families. "Hispanics rely heavily on word of mouth," Struthers said, adding: "Asking friends, neighbors, and family is one of the first things Hispanics do before making the decision to buy a product."

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