Since launching its Hispanic business sector five years ago, East West has worked hard to attract that clientele -- focusing on first-time home buyers -- by hiring many Spanish-speaking employees and heavily promoting itself with ads and call-in shows on AM and FM radio stations in the region, including the recently launched El Zol on 99.1 FM. It is just another classic example of a company not being aware of the symbiosis between Message, Share of Voice, and Personal Experience Factor.

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