BATAVIA, Ohio – Marketers are concentrating on deluging Hispanic and young consumers with marketing pieces, Advertising Age reports. According to Unilever, marketing tools such as the ViveMejor magazine can effectively influence Hispanics because this population segment receives much less direct mail than the greater population.

Unilever stumbled upon this fact when researching options for reaching Hispanics. The bilingual magazine is distributed in stores and by mail, and promotes ViveMejor, Unilever’s multi-brand Hispanic marketing platform, said Ivette Alvarez Santoro, senior brand manager-multicultural marketing. “Hispanics do receive less direct mail, which leaves it wide open for someone to leverage that opportunity,” she told Advertising Age.

Five years ago, when Procter & Gamble Co. rolled out its Tremor buzz-marketing program for teens, the company realized that teens were into snail mail. Despite the preponderance of multi-media options, direct mail reached teens particularly well, said Steve Knox, president of the Tremor unit, which runs programs for both P&G and non-P&G brands. “What we found, … was that teens don’t get much mail. So they actually appreciate it when they get it,” he told the magazine.

Marketers are using these discoveries to design promotional campaigns to reach these attractive markets. For now, Hispanics enjoy advertising much more than the general population and much more than other ethnic groups as well, said Sonia Suarez-Hammond, VP-multicultural marketing insights for Yankelovich.

Direct mail may be the only advertising medium where teens are more receptive to ads than the general population.