Marketers Pursue the Shallow-Pocketed - WSJ.com

Marketers Pursue the Shallow-Pocketed - WSJ.com:

SAO PAULO, Brazil -- Shortly after adman Luca Lindner took over Latin American operations for Interpublic Group's McCann World Group in 2005, he polled 15 of its major advertising clients. What did they see as their biggest marketing opportunities?

One surprising answer: people with low incomes.

While many advertisers lavish dollars targeting well-off consumers, in Latin America the vast majority of people have far less money. According to the World Bank, 25% live on less than $2 a day, and many millions of others earn only a few hundred dollars a month. Increasingly, big brands are deciding that people once thought too poor to buy their products may be their biggest growth market.

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