Wooing the Hispanic: A study of marketing communication strategies targeting the United States Hispanic market
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.