NOTE: Free essay sample provided on this page should be used for references or sample purposes only. The sample essay is available to anyone, so any direct quoting without mentioning the source will be considered plagiarism by schools, colleges and universities that use plagiarism detection software. To get a completely brand-new, plagiarism-free essay, please use our essay writing service.
One click instant price quote
... Hispanics and Asians, the American Marketing Association suggested that generic marketing alone does not work. Mainstream advertising does not impact a specific target market but rather generalizes every subgroup to encompass the entire market. Secondly, proper understanding, use and translation of material into Spanish is critically important.
Finally, understanding that the Hispanic community, while part of mainstream society, isn't necessarily best reached through mainstream messages. (1987) At its current pace, the Hispanic community will become the dominant minority in the United States within fifteen years and generational segmentation will continue to grow in the coming decades. The power of marketing media will play an important role in reaching Hispanics. "As the Hispanic population grows in size and economic power, so will Hispanic-oriented media grow in number and importance as advertising vehicles. " (Guernica, pg. 165) We are already seeing an increase in the growth, variety and reach of Hispanic targeted print, audio and visual media as well as the popularity of Hispanic artists in the entertainment industry. Strategic Direction As stated in the opening quotation by Bromley Aguilar Associates, a cultural and marketing phenomenon is burgeoning in the United States. Advertising to Hispanics in the United States has gone through periods of ignorance (stereotyping), rationalization, growth and realization. Marketers and advertisers are realizing that, in fact, advertising not at all jades the Hispanic consumer, but rather they appreciate it when companies make a genuine effort to reach out to them in a relevant manner. The question begging to be answered is then, "What is a relevant manner?" In this context, marketers must take into account all of the cultural subtexts that define Hispanics in order to reveal and manage the differences amongst Hispanics.
A winning strategy is one that understands the cultural nuances of Hispanic subgroups within a target market area. In other words, a campaign in the Miami region will be much more successful if it addresses the Cuban subculture than a strategy focusing on the Mexican mentality and culture. Once the particular subculture has been identified, obtaining the level of acculturation for the market is essential. Markets with higher concentrations of 2 nd and 3 rd generation of Hispanics will have greater levels of assimilation into 'Americana' than less acculturated markets.
Thus, the levels of 'Americana' to be used in the overall strategy can be assessed and properly integrated into the campaign. While the Spanish language is a unifying factor of the Hispanic market, the marketer must be aware that each subculture uses the language differently. The strategic direction of the campaign should therefore be attuned to the linguistic idiosyncrasies of the targeted subculture to prevent costly and embarrassing blunders in translations and avoid possible double meanings. Therefore, including a marketing staff that is familiar with the subculture is instrumental in forming a successful Spanish language strategy that will lend credibility and tap a nerve within Hispanic consumers that an English campaign simply cannot reach. Now the strategy can be structured to address the homogenous traits of the Hispanic consumer.
The campaign should reinforce the strongly held Hispanic conviction of family orientation and values. This approach should understand the strong influence of family in the Hispanic culture and emphasize the collective needs and desires of the family. These values are primarily driven through Hispanic religious principles. Accordingly, the campaign should maintain a secular overtone, but yet encompass the Catholic virtues of hard work, economic improvement, brotherhood and charity.
Finally, Hispanics as a generalized market tend to be brand loyal, so establishing the campaign with the aforementioned characteristics early in the game is essential to reaching and maintaining this highly lucrative market. By employing these key characteristics, the marketer will have a strong competitive advantage over blanket campaigns that generalize and sterilize the Hispanic market. Conclusion The Hispanic market is not at all homogeneous to the general market, but rather a distinct group whose cultures and values need to be thoroughly understood before they can be successfully implemented into marketing and / or advertising media. These qualities; level of acculturation, brand loyalty, language, religion and family, while not all-inclusive of the Hispanic population, do form the fundamental foundation by which successful strategies can be built upon. Hispanics are becoming an ever-growing society in America with their poverty levels on the decline and their relative purchasing power increasing. They can no longer be ignored nor considered irrelevant to companies and marketers who wish to tap into this promising market.
Hispanics have the capacity and willingness to contribute to this capitalistic society but need specialized stimuli that understand who they are, where they come from and where they want to go. The days of the stereotypical image of Juan Valdez picking coffee beans in a remote region of South America as the American vision of Hispanics are gone. The influence and power of Hispanics into the American mass market has forced major corporations into taking an interest in and actively pursuing the Hispanic market. Shakira pushing for Pepsi, Thalia for Dr.
Pepper, Salma Hayek endorsing hair care and beauty products are indications that the Hispanic 'phenomenon' is gaining mass appeal and will become a greater force in the years to come. Hubert H. Humphrey put it succinctly when he said, "Just as we welcome a world of diversity, so we glory in an America of diversity-an America all the richer for the many different and distinctive strands of which it is woven. " Bibliography American Marketing Association. Successful Marketing to U. S.
Hispanics and Asians. New York, NY: American Marketing Association. 1987. Guernica, Antonio. Reaching the Hispanic Market Effectively; The Media, the Market, the Methods. New York, NY: McGraw-Hill Book Co. 1982. Larger, Brook.
Latino America. Newsweek, July 12, pg. 50 - 58. 1999. Noriega, Chon and Ana M. Lopez, Eds.
The Ethnic Eye: Latino Media Arts. Minneapolis, MN: University of Minnesota Press. 1996. "Riverside" Webster's Tenth New Collegiate Dictionary. 1998 Rodriguez, America. Making Latino News; Race, Language, Class. Thousand Oaks, CA: Sage Publications. 1999 Roslow, Peter, and Jan Theories Decker.
A Guide to Building Market Dominance: Case Histories in Hispanic Marketing. Roslow Research Group Inc. , 1998. United States Census Bureau. "Census 2000 ." Washington: Census. gov. 2002.
web (30 Sep. 2002) United States Census Bureau. "Historical Income Tables-Households." Census. gov. 2002. web (30 Sep. 2002) Valdes, M. Isabel. "Marketing to American Latinos; A Guide to the In-Culture Approach." Ithaca, NY: Paramount Market Publishing, Inc. 2000. Whitefield, Mimi. "Mining the Market" The Miami Herald 17 Oct. 2001, C 1 +
Free research essays on topics related to: york ny, spanish language, target market, census bureau, hispanic population
Research essay sample on Census Bureau Hispanic Population
