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March 16, 2001

For the sixteenth consecutive year, principals of La Agencia de Orcí & Asociados will be teaching their annual University of California Los Angeles (UCLA) Extension college-level course. Since 1984, La Agencia de Orcí has taught "Marketing and Advertising Effectively to the Latino Community," one of only a few such courses offered in the U.S.

On April 4, Marlene Garcia, Partner and Executive Vice President of La Agencia de Orcí, led the first class of eight sessions. "Marketing and Advertising Effectively to the Latino Community" meets on Wednesdays from 6:30 - 9:30 p.m., at the Los Angeles offices of La Agencia de Orcí, 11620 Wilshire Blvd., Suite 600.

For the April 25th class, special guest speaker Jerry Symon, Hispanic Broadcasting Corporation Inc./Los Angeles Regional Vice President-Business Development, will share insight into the dynamic Hispanic radio business.

"Marketing and Advertising Effectively to the Latino Community," taught in English, is designed for business people and students who wish to increase their knowledge of and sensitivity to the fast-growing Latino market. During the class, executives from La Agencia de Orcí offer their professional insight as well as the expertise of other veterans of Hispanic marketing."

"Educating people about Hispanic marketing is important because, by doing so, we identify Latino needs and help marketers fulfill those needs," says Hector Orcí, Co-Founder/Co-Chair of La Agencia de Orcí & Asociados. "We have known this was important long before the U.S. Hispanic market and it's spending power was as top-of-mind as it is today."

"La Agencia de Orcí demonstrated tremendous foresight by teaching this course at UCLA Extension since 1984," states Karim Cherif, UCLA Extension's Director of Business Programs. "They continue to fulfill a role by teaching people about the Hispanic market - a role that will only continue to increase in importance each year. We strive to offer courses that are grounded in real-world issues, and the use of instructors who are leading professionals in their field, like the Orcí's, is a key element in achieving that goal."

This comprehensive course covers everything from a cultural overview, philosophical and other differences between Latino and general-market consumers, strategy and development of creative approaches to reaching Latinos, the best Latino advertising in the U.S., and community marketing to Latinos. Future class instructors will be Hector Orcí; Norma Orcí, Co-Chair/Director of Creative Services of La Agencia; and Roberto Orcí, President of La Agencia.

For complete details on the course, please call UCLA Extension at 310/206-1579.

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