Forrester Research: Hispanics represent "dream segment" for advertisers

Forrester Research released a report entitled "Hispanic Consumers Offer Opportunities in a Recession." This report, as well as comments from Gisela Girard, chairman Association of Hispanic Advertising Agencies (AHAA), were cited in an article where Forrester Research Analyst Tamara Barber called the Hispanic population a "dream segment" for advertisers.

Why a "dream segment?"

Because of their growing buying power, their "economic optimism," and their loyalty to companies that woo them, she said. And, in a down economy, smart advertisers use ads "to build and maintain brand loyalty through relevance."