Award Date

1-1-1995

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication Studies

Number of Pages

97

Abstract

Case studies of three national corporations examine their successful U.S. Hispanic marketing communication strategies. They are Ford Motor Company, Anheuser-Busch Companies, Incorporated, and Metropolitan Life Insurance Company. Similarities of strategies are an emphasis on community relations, reliance on Spanish-language messages, and a geographic concentration in the largest Hispanic markets. Differences are media mix and advertising style. Ford and Anheuser-Busch strive to meet regional needs and focus on electronic media. Metropolitan Life uses a general approach and emphasizes print media. Important trends for U.S. Hispanic marketing are the growing homogenization of Hispanic groups which permitted the introduction of pan-Hispanic strategies and increased use of bilingual and/or English advertising. Spanish-language media growth also contributed to U.S. Hispanic marketing development by providing more options for marketers. Studies of acculturation and ethnicity are suggested as resources for marketing strategies.

Keywords

Communication; Hispanic; Market; Marketing; United States; Strategies; Study; Targeting; Wooing

Controlled Subject

Mass media; Marketing; Ethnology--Study and teaching

File Format

pdf

File Size

1904.64 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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