News, case stories, and other useful information for Hispanic acquisition marketers.
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Advertising America: The Need for Bilingualism in Modern Marketing.
Demographic shifts are reshaping the modern American landscape, driven by a continual increase in the Hispanic population in the United States over recent decades. After five years which marked a more than 20% increase in the Hispanic population in America, the 2005 Census revealed that there are approximately 42 million Hispanics in the United States and that they have overtaken African Americans to become the largest minority in the United States
Articles
How to avoid stereotyping your Hispanic customer?
Advertising campaigns often make use of stereotypes as a useful way of communicating a set of images and messages that could potentially connect with a particular type of customer. Sometimes the stereotype is deliberately placed with positive results. However, other times the use of stereotypes could be harmful to those they target by making overgeneralizations that do not represent all and that are viewed as a source of prejudice and discrimination.
Do Hispanics make purchases online?
The Hispanic market in the U.S. has grown dramatically during the last decade. According to the U.S. Census Bureau’s July 2004 report, Hispanics are the largest growing minority in the United States. Hispanics represent 14% of the population and total 41.3 million individuals. Their buying power has nearly tripled since 1990, and their spending power is also increasing with a 20 percent increase in the median income of Hispanic households.
How to tell good Hispanic copy from bad?
Communicating with the Hispanic consumer is not a simple task. Hispanic encompasses all Spanish-speaking people who are either recent immigrants with little to no English speaking abilities; immigrants partially assimilated to the U.S. culture and language; those fully assimilated and bilingual; and first and second generation Hispanics born in the U.S. Within these categories there is also an even wider breakdown of age, income, education, and professional level.