Multicultural MarketingFocus in on the markets you've been missing to broaden your business's horizons.

Focus in on the markets you've been missing to broadenyour business's horizons.

You've probably seen those ads showing cookies, cupcakes ora peanut butter sandwich, with the caption: "Got milk?"Those ads boosted milk sales in the first quarter of 1996 by 9.5percent over the same period in 1995. An attempt was also made toincrease milk consumption in the Hispanic community by launching a"Got milk?" campaign in Spanish-language media.Apparently, however, the creator of the initial Spanish-languageads had a limited grasp of the culture. The phrase "Gotmilk?" was literally translated as "¿Tieneleche?" But "¿Tiene leche?" doesn't exactlymean "Got milk?" in the way the advertiser intended."¿Tiene leche?" is roughly translated as "Areyou breast-feeding?" Fortunately, the milk producers came upwith a better approach for the Spanish-language market. Theircurrent ads show a family group, with the caption, "¿Yusted, les dio suficiente leche hoy? (Have you given them enoughmilk today?)"