Marketing In Latin America

Millions of young, hip consumers are on a shopping spree--and the race is on to grab their attention

At Brazilian supermarket Pao de Acucar, daily grocery specials aren't just advertised in the newspaper. The chain's Internet Web site offers same-day delivery of groceries to its growing numbers of cybershoppers. On Argentine beaches, cellular-phone salesmen hawk their wares at booths offering free soft drinks and complimentary salsa lessons. In Venezuela, airline AVENSA lures potential travelers with a raffle, awarding a three-day trip to Miami to the lucky winner and 50 friends. In Mexico, in a cultural role reversal, macho men are portrayed on billboards as sex objects modeling skimpy underwear.

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