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LAS VEGAS — Credit unions expecting to successfully penetrate the youth market ought to start using “hip hop” icons, music and fashion in their ads, on the Internet and on iPods, according to a Los Angeles ad executive. “It doesn’t mean you have to go for ‘Snoop Dogg’ but you have to appeal to their tastes,” explained James Flores, head of Subcat Marketing, a Brea agency specializing in production of diversity ads, brochures and newsletters aimed at young adults. Snoop Dogg is a popular rapper.

The ethnic mix is frequently quite diverse with cross-over appeal among black, white, Hispanic and Asian segments and so CUs need to position their advertising to reach the many subcultures, suggested Flores.

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