The U'S' Hispanic Market

1
The U.S. Hispanic Market
2
Housekeeping

• Schedule (April)
• 7 The Burning Question Review
• 9 Exam
• 11 African-American Market
• 14 Asian-American Market/Final instructions
• 16 Internet and International Advertising
• 18, 21 and 23 Group presentations (Final project
  is due 4/23).

3
The Burning Question

• Is multiculturalism a market-forced idea or is it
  a real phenomenon happening in the US?
• What is multiculturalism?
• What is market-forced?
• What is a real phenomenon?
• What is the main message of
• Shelby Steeles article?
• Marye Tharps book?

4
Origins of U.S. Latinos

• Different countries-of-origin are source of
  differing political, cultural and historical
  traditions.
• 63 are of Mexican heritage.
• 11 are of Puerto Rican heritage.
• 4 are of Cuban heritage.
• 14 are from Central and South America.

5
Language and Acculturation

• The U.S. is the 5th largest Spanish-speaking
  country in the world.
• 55 are bilingual.
• 25 speak only Spanish.
• 20 speak only English.
• 75 of Hispanics speak a language other than
  English at home.

6
Hispanic Media Usage

• 83 watch Spanish-language TV.
• 79 listen to Spanish-language radio.
• 48 prefer Spanish-language magazines and
  newspapers.
• Knowledge of media habits and preferences in
  particular U.S. markets is essential.
• First language learned strongly influences the
  preference of language in media.

7
Other Media Information

• Spanish-dominant Hispanics with limited literacy
  skills find billboards and radio accessible.
• In 1998 over 15 of Latino households were online
  and were purchasing computers at twice the rate
  of the overall population.
• Some call the Internet, the ultimate border-less
  Hispanic market.

8
Insights for Marketers

• Never underestimate the symbolic value of Spanish
  usage.
• The idea of a typical physical type of U.S.
  Latino is a myth cultural values rather than
  race are at the heart.
• Consumption is a result of ADAPTATION, not
  acculturation into mainstream.
• Idea of heavy brand loyalty is slipping.
• Capture attention by inclusion of Hispanic
  celebrities at ethnic events and community
  involvement as part of IMC planning.