The Hispanic Market

Published: Jun 1, 1999 - 225 Pages

Table of Contents:

I EXECUTIVE SUMMARY

Demographics

  • "Hispanics" Defined
  • The Hispanic Population Will Exceed 35 Million in 2003
  • Table 1-1: Projected Growth of Total US and Hispanic Populations, 1999-2003
  • Hispanics Will Be the Largest Minority Group in the United States
  • Mexicans Are the Largest Hispanic Subgroup
  • Nearly Half of the Hispanic Population Is Under the Age of 24
  • The Hispanic Population Is Highly Concentrated
  • Large, Traditional Family Households Are the Rule
  • Affluent Hispanic Households Are Increasing
  • More Hispanics Own Homes
  • Educational Levels Are Rising
  • Spanish Remains Dominant, but Younger Hispanics Move Easily
  • Between Both Languages
  • Hispanic Political Importance Is Growing
  • Catholicism Maintains Its Traditional Role, but Other Churches Gain
  • Hispanics Maintain a Bicultural Model
  • Hispanic Value Orientation Is Distinct
  • Hispanics Are Diverse

The Market

  • Strong Growth Expected
  • Hispanics Represent a Major Market
  • Nearly Two Million Hispanic Households Have High Incomes
  • The Hispanic Market Is Highly Concentrated
  • Most Hispanics Live in Large Metropolitan Areas
  • Some Factors May Inhibit Growth

Hispanics as Consumers

  • Hispanic Shopping Behavior Is Distinct
  • Hispanics Have a Different Spending Pattern
  • Spending Patterns Vary Across Hispanic Groups

Hispanic Media

  • Growth in Hispanic TV Outpaces Mainstream Networks
  • Hispanic TV Diversifies
  • American-Style Programming Gains
  • Hispanic Radio Consolidates
  • Advertisers Look More to Hispanic Magazines
  • Hispanic Internet Users Increase and Web Sites Multiply
  • Hispanics Respond to Direct Marketing

Marketing to Hispanics

  • Attention to Marketing Fundamentals Is Key
  • Sophisticated Communications Strategy Needed
  • Large Corporations Differ on Need for Multicultural Marketing Units
  • Hispanic Advertising Shows Uninterrupted Growth
  • Many Firms Adapt Products to Hispanic Tastes and Preferences
  • Marketing to Hispanics Means Much More than Spanish-Language Advertising

Examples of Advertising Targeted to Hispanics

  • Commercials Feature Hispanic Celebrities
  • Home Savings of America Uses Infomercials
  • Pueblo Financial Targets a Wide Range of Hispanic Consumers
  • Kmart Attracts Hispanic Shoppers
  • Advertisers Target Distinct Segments of Hispanic Market

Scope and Methodology

  • Scope of Report
  • Methodology

II DEMOGRAPHICS

  • Figure 2-1: Projected Growth of Hispanic Population, 1999-2003
  • Figure 2-2: US Ethnic Mix, 1999 vs 2008

Market Definition: Hispanics

  • Hispanics Defined
  • Hispanic Refers to Ethnicity, Not Race
  • Major Groups Within the Hispanic Population
  • Hispanic or Latino?
  • Hispanics Relate Directly to Their Countries of Origin

Population Size and Growth

  • The Hispanic Population Has Increased 36% During the 1990s And Is Expected to Increase an Additional 15% by 2003
  • Table 2-1: Projected Growth of Total US and Hispanic Populations, 1999-2003
  • Hispanics Are One of the Fastest-Growing Population Groups
  • Birth Rates Are Higher Among Hispanics
  • Hispanic Birth Rates Reflect Fertility Patterns in Countries of Origin
  • The Proportion of Hispanic Births Will Continue To Increase
  • José Outpaces John in California and Texas
  • Hispanics Will Be the Largest Minority Group in the United States
  • Table 2-2: Past, Present, and Projected US Ethnic Mix, 1990-2010
  • Census Bureau Projections Have Proven Conservative

Country of Origin

  • Census Bureau Divides Hispanics Into Five Groups
  • Mexicans Are the Largest Hispanic Group
  • Table 2-3: Hispanics by Country of Origin, 1997
  • The Hispanic Population Includes Many Nationalities
  • Most Hispanics Were Born in the United States
  • Table 2-4: US Born Hispanics by Region of Origin, 1997
  • Most Foreign-Born Hispanics Are Not Citizens
  • Table 2-5: Hispanic Population Percentages by Nativity and Citizenship for Selected Countries of Origin
  • Many Hispanics Are Undocumented Migrants

Age and Gender

  • Hispanics Are Much Younger Than the General Population
  • Table 2-6: Median Age of Hispanic and Other Population Groups, 1998 and 2010
  • Nearly Half of the Hispanic Population is Under the Age of 24
  • Table 2-7: Population by Age Group: Hispanics vs Non-Hispanics, 1997
  • Young Hispanics Represent a High Percentage of American Youth
  • Men Outnumber Women

Geographic Distribution

  • Chain Migration Drives Hispanic Population Patterns
  • The Hispanic Population Is Highly Concentrated
  • Table 2-8: Hispanic Population in Selected States, 1997
  • Growth Converges on Large Population Centers
  • Table 2-9: Hispanic Population Trends in Key Counties, 1990-1997
  • But Smaller Cities and Rural Areas Also Gain
  • Hispanic Communities Are Close-Knit

Family Status

  • The Number of Hispanic Households Has Increased Rapidly
  • Family Households Are the Rule
  • Traditional Family Households Are More Common Among Hispanics
  • Table 2-10: Household by Types: Hispanic vs Non-Hispanic, 1997
  • Hispanic Households Are Relatively Large
  • Table 2-11: Size of Household: Hispanic vs Non-Hispanic, 1997
  • Marital Status Varies
  • Table 2-12: Marital Status: Hispanic vs Non-Hispanic, 1997

Economic Status

  • Hispanic Household Income Lags in Relative Terms
  • Table 2-13: Average Household Income: Hispanics vs Non-Hispanics
  • Hispanic Economic Status Has Improved in Absolute Terms
  • Median Hourly Wage of Hispanic Men Increased in 1998
  • Education Enhances Earning Power for Hispanics
  • Table 2-14: Hispanic Earnings by Gender and Educational Attainment, 1997
  • One-Third of Hispanic Households Earn Between $25,000 and $50,000
  • Table 2-15: Average Household Income, Hispanics vs Non-Hispanics, 1997
  • Affluent Hispanic Households Are Increasing
  • Hispanics Are Often Overlooked by Not-For-Profit Fundraisers
  • More Hispanics Own Homes
  • Table 2-16: Homeownership Trends: Hispanics vs Non-Hispanics, 1994-1998
  • Hispanic Housing Conditions in New York Are Below the Norm
  • Hispanics Still Have High Poverty Rate
  • Table 2-17: Poverty Rates of Hispanic and Other Population Groups, 1997
  • Overall Poverty Status of Hispanics Has Improved
  • Table 2-18: Poverty Rates Among Hispanics, 1989-1997
  • Hispanics Take a Larger Share of the Welfare Caseload
  • Hispanic Females Earn Less Than Males
  • Table 2-19: Median Income by Gender: Hispanics vs Non-Hispanics, 1997

Employment

  • Hispanics Benefit From Strong Economy
  • Hispanics Enter the Labor Force at a Faster Rate
  • Hispanics Will Make Up More of the US Workforce
  • Hispanic Males Cluster in Lower-Paying Occupations
  • Table 2-20: Occupation: Hispanic Males vs Non-Hispanic Males, 1997
  • Hispanic Males Are Moving up the Occupational Ladder
  • Table 2-21: Occupational Trends Among Hispanic Males, 1994 vs 1997
  • Hispanic Females Have Higher Occupational Status
  • Table 2-22: Occupational Trends Among Hispanic Females, 1994 vs 1997
  • More Hispanic Females Move Into Managerial Ranks
  • Table 2-23: Occupation: Hispanic Females vs Non-Hispanic Females, 1997
  • Hispanics Avoid Health-Care Professions

Educational Attainment

  • Hispanics Trail in Formal Education
  • Table 2-24: Educational Attainment: Hispanics vs Total Population
  • Bilingual Education Controversy Continues
  • Educational Levels Are Rising
  • Table 2-25: Trends in Educational Attainment of Hispanics Age 25 and Over, 1987 vs 1997
  • College Enrollment Has Increased
  • Table 2-26: Hispanics as a Percentage of Total College Enrollment: 1980, 1990, and 995
  • Changes in Affirmative Action Programs Affect Hispanic College Enrollment

Health Status

  • Hispanics Have Disproportionate Share of Certain Medical Conditions
  • New Research Changes Views of Hispanics' Health Status
  • Hispanics Lack Health-Care Coverage
  • Hispanic Participation in Employee Health Plans Is Low
  • Cultural Factors Inhibit Hispanics' Use of Health-Care Services
  • Hispanics Sometimes Turn to Traditional Remedies

Language

  • Spanish Remains Dominant
  • Spanish-Dependent Hispanics Are More Traditional
  • Younger Hispanics Move More Easily Between Both Languages
  • Media and Advertisers Seek To Accommodate Diverse Audiences

Politics and Religion

  • Hispanic Political Participation Is Increasing
  • Hispanic Voters Make the Difference in Key States
  • Hispanics Return to Their Democratic Party Roots
  • Some Republican Candidates Succeed Among Hispanics
  • Hispanic Candidates Become More Visible
  • Inability to Use Statistical Sampling May Limit Hispanic Gains
  • Catholicism Maintains Its Traditional Importance Among Hispanics
  • Hispanic Catholicism Reflects Cultural Heritage
  • Many Hispanics Convert to Evangelical and Pentecostal Churches

Social and Cultural Attributes

  • New American Immigrants Acculturate Without Assimilating
  • Geography and Technology Help Hispanics Maintain a Bicultural Model
  • Hispanics Form an Increasingly Large Part of American Society
  • Hometown Ties Remain Strong
  • Hispanic Value Orientation Is Distinct
  • Hispanic Middle Class Differs From Anglo-Americans
  • Hispanics' Use of Time Reflects Family Values
  • Hispanic Women Are "Other Directed"

Overview of Hispanic Population Groups

  • Hispanics Are Diverse
  • Hispanic Subgroups Are Complex
  • The Hispanic Population Is Dynamic
  • Mexicans Are Youngest
  • Table 2-27: Median Age of Hispanics by Country of Origin, 1997
  • Mexican Households Are Most Likely to Be Headed by a Married Couple
  • Table 2-28: Hispanic Household Type by Country of Origin, 1997
  • Mexicans and Puerto Ricans Have the Lowest Median Income
  • Table 2-29: Median Income of Hispanics by Country of Origin, 1997
  • There Are More High-Income Earners From Puerto Rico and Cuba
  • Table 2-30: Hispanics Earning $25,000 or More by Country of Origin, 1997
  • Large Households Prevail Among Mexicans and Central and South Americans
  • Table 2-31: Number of Persons in Hispanic Households by Country of Origin, 1997
  • Educational Levels of Mexicans and Puerto Ricans Trail Other Hispanics
  • Table 2-32: Educational Attainment of Hispanics by Country of Origin, 1997
  • Cubans Outpace Other Hispanics in Managerial and Professional Jobs
  • Table 2-33: Hispanics in Managerial and Professional Positions by Country of Origin, 1997

Population Profile: Mexicans

  • Mexicans Are the Foundation of the Hispanic Heritage in the United States
  • Most Hispanic Immigrants Have Come From Mexico
  • Mexicans Are Below the Hispanic Educational Norm
  • Table 2-34: Educational Attainment: Mexicans vs Hispanics and Non-Hispanics, 1997
  • Mexican Origin
  • All Hispanics
  • Non-Hispanics
  • Mexican Males Are More Likely to Be Found in Lower-Skilled Jobs
  • Table 2-35: Male Occupation: Mexicans vs Hispanics and Non-Hispanics, 1997
  • More Mexican Females Occupy Managerial and Professional Positions
  • Table 2-36: Female Occupation: Mexicans vs Hispanics and Non-Hispanics, 1997
  • Earning Power of Mexican Males Improves
  • Table 2-37: Male Earnings: Mexicans vs Hispanics and Non-Mexicans, 1997
  • Incomes of Mexican Females Also Gain
  • Table 2-38: Female Earnings: Mexicans vs Hispanics and Non-Hispanics, 1997

Population Profile: Puerto Ricans

  • Puerto Ricans Enjoy Special Status
  • Puerto Rican Movement to the Mainland Has Peaked
  • Puerto Ricans Exceed the Hispanic Educational Norm
  • Table 2-39: Educational Attainment: Puerto Ricans vs Hispanics and Non-Hispanics, 1997
  • More Puerto Rican Males Are in Higher-Skill Occupations
  • Table 2-40: Male Occupation: Puerto Ricans vs Hispanics and Non-Hispanics, 1997
  • Puerto Rican Females Do Relatively Well in the Job Market
  • Table 2-41: Female Occupation: Puerto Ricans vs Hispanics and Non-Hispanics, 1997
  • Earnings of Puerto Rican Males Exceed Hispanic Norm
  • Table 2-42: Male Earnings: Puerto Ricans vs Hispanics and Non-Hispanics, 1997
  • Puerto Rican Females Also Have Relatively High Earnings
  • Table 2-43: Female Earnings: Puerto Ricans vs Hispanics and Non-Hispanics, 1997

Population Profile: Cubans

  • Most Cubans Came as Political Refugees
  • Cuban Immigration Has Come in Phases
  • Some Older Cubans See Themselves as Exiles Rather Than Immigrants
  • Newer Cuban Immigrants Differ from Earlier Generations
  • Cubans Own More Than Their Share of the Largest Hispanic Businesses
  • Higher Education Is Common Among Cubans
  • Table 2-44: Education Attainment: Cubans vs Hispanics and Non-Hispanics, 1997
  • Cuban Males Tend to Be in White-Collar Jobs
  • Table 2-45: Male Occupation: Cubans vs Hispanics and Non-Hispanics, 1997
  • Cuban Females Cluster in Managerial and Technical Jobs
  • Table 2-46: Female Occupation: Cubans vs Hispanics and Non-Hispanics, 1997
  • Cuban Males Are Relatively Affluent
  • Table 2-47: Male Earnings: Cubans vs Hispanics and Non-Hispanics, 1997
  • Earnings of Cuban Females Outpace Non-Hispanic Females
  • Table 2-48: Female Earnings: Cubans vs Hispanics and Non-Hispanics, 1997

Population Profile: Central and South Americans

  • Most Central Americans Immigrated After 1980
  • Most Central American Immigrants Come From El Salvador
  • A Steady Flow of Immigrants From South America
  • Colombians Do Well in the United States
  • Educational Profile of Central and South Americans is Favorable
  • Table 2-49 Educational Attainment: Central/South Americans vs Hispanics and Non-Hispanics, 1997
  • Occupational Status of Central and South American Males Reflects the Hispanic Norm
  • Table 2-50: Male Occupation: Central/South Americans vs Hispanics and Non-Hispanics, 1997
  • Central and South American Females Fit the Occupational Norm
  • Table 2-51: Female Occupation: Central/South Americans vs Hispanics and Non-Hispanics, 1997
  • Fewer Affluent Central and South American Males
  • Table 2-52: Male Earnings: Central/South Americans vs Hispanics and Non-Hispanics, 1997
  • Central and South American Females Earn More Than the Norm
  • Table 2-53: Female Earnings: Central/South Americans vs Hispanics and Non-Hispanics, 1997

Population Profile: Hispanics From Other Countries of Origin

  • A Diverse Census Category
  • Dominicans Become a Significant Hispanic Group
  • Dominicans in New York Face Economic Difficulties
  • Middle-Class Dominicans Look to the Dominican Republic to Maintain Traditional Values
  • "Other" Hispanics Have Superior Education
  • Table 2-54: Educational Attainment: Hispanics of Other Origins vs Hispanics and Non-Hispanics, 1997
  • "Other" Hispanic Males Are More Likely to Be Managers and Professionals
  • Table 2-55: Male Occupation: Hispanics of Other Origins vs Hispanics and Non-Hispanics, 1997
  • Females From "Other" Countries of Origin Are Closer to the Hispanic Norm
  • Table 2-56: Female Occupation: Hispanics of Other Origins vs Hispanics and Non-Hispanics, 1997
  • "Other" Hispanic Males Earn More Than the Hispanic Norm 100
  • Table 2-57: Male Earnings: Hispanics of Other Origins vs Hispanics and Non-Hispanics, 1997
  • Hispanic Females From "Other" Countries Also Have Higher Earnings
  • Table 2-58: Female Earnings: Hispanics of Other Origins

III THE MARKET

  • Figure 3-1: Projected Hispanic Market Growth, 1998-2003 (in billions of dollars)

Market Size and Growth

  • Aggregate Income of Hispanics Exceeds $340 Billion
  • Estimates of Hispanic Purchasing Power Vary Considerably
  • Hispanic Buying Power Is Substantial
  • Hispanics Represent Major Market
  • Nearly Two Million Hispanic Households Have High Incomes
  • Table 3-1: Aggregate Household Income of Hispanics, 1997
  • The Hispanic Market Is Growing Faster Than the General Market
  • Hispanic Income Structure Is Skewed

Factors Affecting Market Growth

  • Marriage Patterns Maintain Hispanic Identity
  • Hispanics Now Find It Easier To Be Hispanic
  • Population Growth Factors Remain
  • Immigration Levels Are Likely to Hold
  • Hispanic Business Customers Are Growing
  • The Hispanic Market Is Highly Consolidated
  • Hispanic Purchasing Power Will Remain Concentrated
  • Table 3-2: Projected Hispanic Population in Selected States, 2000-2015
  • Most Hispanics Live in Large Metropolitan Areas
  • Smaller Cities Show Faster Growth Rates
  • Table 3-3: Hispanic Population Trends by Location of Residence, 1995-1997
  • Some Diffusion in the Market Will Occur
  • More Affluent Hispanics Cluster in the Suburbs of Larger Metropolitan Areas
  • Table 3-4: Median Income of Hispanic Households by Location of Residence, 1997
  • Some Factors May Inhibit Growth

Projected Market Growth

  • Strong Growth Expected
  • Table 3-5: Projected Growth of Aggregate Income of Hispanics, 1999-2003

IV HISPANICS AS CONSUMERS

Shopping Patterns

  • Hispanic Families Shop Together
  • Hispanic Brand Loyalty Remains
  • Hispanics Shop Longer and Buy More Frequently at Malls
  • Hispanics Shop at Supermarkets When They Are Available
  • Hispanic Consumer Data To Be Enhanced
  • Spanish-Dependent Hispanics Rely on Families and Friends for Store Information
  • Hispanics Set Trends

Spending on Consumer Products

  • Hispanics Have a Different Spending Pattern
  • Table 4-1: Expenditure Shares by Race and Hispanic Origin, 1994-1995
  • Hispanic Expenditure Patterns Are Dynamic
  • Family Size and Income Affect Spending
  • Hispanics Spend More on Food at Home and Less on Eating Out
  • Hispanic Families Take More Time and Spend More Money When They Do Eat Out
  • Bread, Cereal Products, and Sweets Are High-Expenditure Categories
  • Hispanics Spend More for Meats, Poultry, Fish, and Eggs
  • Apparel Expenditures Have a High Priority
  • Hispanics Depend More on Public Transportation
  • Health-Care Expenditures Are Lower for Hispanics
  • Hispanics Spend Less for Alcohol and Tobacco
  • Hispanics Drink Less Wine
  • Hispanics Match the Norm for Personal-Care Expenditures
  • Hispanic Women Affect the Cosmetics Market
  • Telecommunications Take a Larger-Than-Normal Share of Expenditures
  • Hispanics Spend Less on Entertainment
  • But Hispanics Are the Fastest-Growing Movie-Going Group
  • Sales of Latin Music Grow Rapidly
  • Baseball Is Most Popular Spectator Sport
  • Hispanics Join the Home Computer Revolution
  • Hispanics Buy Computers for the Same Reasons as Non-Hispanics
  • Hispanic Values Drive Computer Purchases
  • Spending Patterns Vary across Hispanic Groups
  • Table 4-2: Expenditure Shares of Hispanics by Country of Origin, 1994-1995
  • Central and South Americans Pay the Most for Housing
  • Mexicans Allocate More to Apparel
  • Cubans Spend the Most for Health Care
  • Mexicans Devote the Most Resources to Private Automobiles
  • Cubans Spend the Most for Restaurant Meals
  • Puerto Ricans and "Other" Hispanics Spend the Most on Trips
  • Patterns Vary in Several Other Expenditure Categories

V HISPANIC MEDIA

Television

  • Hispanics Watch More TV
  • Hispanic TV Outpaces Mainstream Networks
  • Demographics of Hispanic Cable Viewers Are Favorable
  • Hispanics Still Favor Broadcast Television
  • Hispanic TV Diversifies
  • Spanish-Language TV Can Leverage Hemispheric Audience
  • American-Style Programming Gains
  • Hispanics Seek Higher-Quality Programming
  • Univision Maintains Its Dominance
  • Telemundo Targets Young, Acculturated Hispanics
  • Sí TV Plans 2000 Launch
  • TropiX Media Sees "YULES" As Audience for English-Language Programming
  • Liberty Media Offers Canales Ñ
  • General-Market Cable Networks Target Hispanics in the United States
  • General-Market Networks Consider Shows with Hispanic Themes
  • Hispanic Programming Offered by Satellite
  • Hispanics Watch Television Bilingually
  • Hispanic Television Experiments with Language
  • "Spanglish" Becomes More Common
  • CBS Telenoticias Launches Hispanic All-News Network
  • Mainstream Networks Look to Secondary Audio Programming
  • GEMS Television Changes Strategy

Radio

  • Spanish Radio Stations Increase 25% in Five Years
  • Hispanic Radio Gets Above-Average Share of Advertising Dollars
  • FCC Reports Discrimination in Ad Placement
  • Minority-Formatted Radio Stations Suffer from Stereotypes and Ignorance
  • National Firms Increase Hispanic Radio Advertising Buys
  • Top Billing Stations Show Different Growth Rates
  • Table 5-1: Spanish Radio's Top 10 Billing Stations, 1997 vs 1998 (in millions of dollars)
  • Spanish Radio's Top 10 Billing Stations, 1997 vs 1998
  • Hispanic Stations Lead in Key Markets
  • Consolidation Affects Hispanic Radio
  • Radio Unica Pioneers
  • Heftel Broadcasting Corporation Creates a National Hispanic Radio Network
  • Spanish Broadcasting System Promotes Heavily

Print

  • Hispanic Print Media Expand
  • Hispanic Magazines Can Deliver High-Quality Demographics
  • Advertisers Look More to Hispanic Magazines
  • Publishers Still Face a Hard Sell
  • Hispanic Print Media Are Highly Segmented
  • Hispanic Teen Magazines Continue To Be Launched
  • Latingirl Aims To Be Hispanic Seventeen
  • Many Magazines Target Both US and Latin American Markets
  • Ideas Publishing Group Partners With American Magazines
  • Editorial Televisa Serves US Market from Latin American Base
  • People en Español Succeeds as US Publication
  • Hispanic Consumer-Health Publications Expand
  • Hispanic Book Market Takes Off

New Media

  • Opinions Differ on Extent of Internet Access by Hispanics
  • Hispanic-Oriented Web Sites Multiply
  • LatinGrocercom Brings Latin Foods Online
  • StarMedia Network Targets 18- to 34-Year-Old Hispanics in the United States
  • Prodigy Offers Spanish-Language Internet Service
  • Ford Motor Company Launches Hispanic Web Site
  • Anheuser-Busch Web Site Focuses on Hispanic Community Relations

Direct Marketing

  • Hispanics Favor Direct Mail
  • Hispanic Market Underserved by Direct Mailers
  • Obstacles to Direct Marketing to Hispanics Fall
  • Hispanic Lists Expand
  • Bilingual Call Centers Flourish
  • Direct Response TV Commercials Can Pay Off in Hispanic Market
  • Hispanic Credit-Card Holders Are More Likely to Order from Direct Response TV
  • Direct Response Commercials Must Acknowledge Cultural Differences
  • Lack of Credit Cards Inhibits Direct Marketing to Hispanic Consumer
  • Approaches to Catalog Sales Vary
  • Hispanics Have a Low Level of Trust in Catalog Marketing
  • Telemarketing to Hispanics Takes Longer and Costs More
  • Door-Hanger Campaigns Work for Hispanic Audience
  • Avon Grows with Direct Marketing to Hispanics

VI MARKETING TO HISPANICS

Marketing Fundamentals

  • Hispanic Experience Base May Differ
  • Hispanics Espouse Middle-Class Values
  • Hispanics Buy to Satisfy Needs More Than Wants
  • Retro-Acculturation Said to Gain
  • Sophisticated Communications Strategy Is Needed
  • Spanish-Language Ads Work Better for Spanish-Dominant Target Audiences
  • Spanish-Dominant Hispanics Watch More Spanish-Language Television
  • Bilingual and English Media Gain Favor To Reach English-Dominant Hispanics
  • Successful Retailers Think Nationally But React Locally to Hispanic Customer Needs
  • Small-Town Retailers Adapt to New Hispanic Customers

Organizational Approaches

  • Kraft Foods Maintains Multicultural Marketing Group
  • Financial Services Institutions Shift Multicultural Marketing Units
  • Smaller, Local Banks May Hold an Edge
  • AT&T Teams with Greyhound to Identify Hispanic Migration Trends
  • Miller and Anheuser-Busch Mainstream Hispanic Marketing
  • Procter & Gamble Shifts Hispanic Advertising to General Ad Shops
  • Mary Kay Inc Uses Hispanic Employee Advisory Board

Marketing Tools

  • Hispanic Baseball Players Have Appeal
  • Music is Key in Hispanic Advertising and Promotional Campaigns
  • Companies Sponsor Concert Tours of Hispanic Stars

Advertising Positioning

  • Distinct Themes Prevail in Hispanic Advertising
  • Recognizing the Importance of Family
  • Protecting the Family
  • Using Images of Children
  • Demonstrating Participation in the Hispanic Community
  • Relieving Concerns of New Immigrants
  • Achieving Dreams

Advertising Expenditures

  • Hispanic Advertising Shows Uninterrupted Growth
  • Top 50 Hispanic Market Advertisers Boost Spending
  • Table 6-1: The Top 50 Advertisers in the Hispanic Market, 1995-1998
  • Television Outpaces Other Media
  • Table 6-2: Hispanic Advertising Expenditures by Media, 1998
  • Ad Spending Tracks With Size of Population
  • Table 6-3: Top 10 Hispanic DMAs, 1998
  • Top 10 Hispanic DMAs, 1998

Adapting Products to Hispanic Tastes and Preferences

  • Major American Brewers Develop Products to Counter Mexican Imports
  • A New Market Emerges for Apparel Firms
  • Apparel Designers Target Urban Hispanic Males
  • Restaurant Chains Add Hispanic Flavors to Their Menus
  • Goya Foods Broadens Its Appeal with Niche Products
  • Latin Music Buyers Favor Specialized Retail Outlets
  • The Latin Music Club of Columbia House Strikes a Chord with Hispanics
  • Scott's Liquid Gold Launches Latina Skin-Care Product Line
  • BodyGuard Card Targets Hispanics for Health-Care Discounts
  • Financial Services Institutions Customize Products and Services
  • First TeleServices Introduces Prepaid Debit Cards to Hispanic Market
  • International Telecommunications Is a Key Service
  • Telecommunications Providers Target Hispanic Customers
  • Genesis Communications Designs "Hispanic Advantage Program"
  • Telmex-Sprint Communications Tests Mexico en Linea Service
  • Real Estate Industry Adapts to Hispanic Needs

Promotion Strategies

  • Liaison with Hispanic Organizations Is Critical
  • Community Involvement Programs Play an Important Role
  • GM Implements Broad-Based Hispanic Program
  • Sears Emphasizes Sponsorship of Hispanic Festivals
  • Anheuser-Busch Highlights Support for Hispanic Social Causes
  • McDonald's Hispanic Franchisees Play Community Role
  • Sears Publishes a Spanish-Language Magazine
  • Avon Products Highlights "Latina Model of the Year"
  • Restaurant Chains Jump Cultural Hurdles
  • BankAmerica Mortgage Adapts Comprehensive Strategy
  • Special Two-Week Promotion Attracts New Hispanic Customers
  • Buick Takes a Multifaceted Approach
  • Product Placements Are Widespread in Spanish-Language TV Shows
  • Major League Baseball Teams Boost Promotional Efforts
  • Grassroots Promotion Strategies Recommended
  • Pueblo Corporation Introduces Affinity Card for Hispanic Families
  • Grassroots Campaigns Have High Priority
  • Warner Cable Uses Grassroots Program to Launch Galavision in Houston
  • Country Pure Counts on Hispanic Brand Loyalty

VII EXAMPLES OF ADVERTISING TARGETED TO HISPANICS

Food and Soft Drinks

  • McDonald's Commercials Feature Hispanic Celebrities
  • Churchs Chicken Aims to Increase Brand Awareness Among Hispanics
  • Soft Drink Ad Campaigns Target Hispanics

Beer and Alcohol

  • US Brewers Battle Imports for Hispanic Market
  • Anheuser-Busch Seeks Different Segments of the Hispanic Market
  • Miller Introduces Hispanic Promotions
  • Coors Steps Up Hispanic Marketing Efforts
  • Heineken Launches First Campaign Targeting Hispanic Americans
  • Domecq Targets Hispanic Youth

Consumer and Personal-Care Products

  • Colgate-Palmolive Associates Suavitel with Middle-Class Aspirations
  • Advil Commercial Reflects Concerns about the Pace of American Life
  • Scope Commercial Targets Young, Affluent, Urban Hispanics

Telecommunications

  • Bell Atlantic's Hispanic Campaign Features Former Miss Universe
  • Americatel Goes After Hispanic Market

Financial Services

  • Washington Mutual Introduces Hispanic Ad Campaign
  • Home Savings Uses Infomercials in Hispanic Campaign
  • Pueblo Financial Targets a Wide Range of Hispanic Consumers

Retailers

  • Kmart Attracts Hispanic Shoppers
  • Wal-Mart Ads Make the Hispanic Customer Feel Welcome

Automobiles

  • Automakers Increase Spending on Hispanic Advertising in 1998
  • General Motors Pitches Oldsmobile and Buick Models to Hispanics
  • Honda's Hispanic Campaign
  • Ford Makes Inroads in the Hispanic Community

Community Relations

  • Firms Seek Hispanic Suppliers and Franchisees
  • Hispanics Recruited by Many Advertisers
  • Community Involvement Ads

APPENDIX I: EXAMPLES OF CONSUMER ADVERTISING AND PROMOTIONS

APPENDIX II: ADDRESSES OF SELECTED HISPANIC MARKET RESOURCES

  • Advertising and Public Relations Agencies
  • Market Research Companies/Marketing Consultants
  • Hispanic List Marketers/Direct Marketers
  • Hispanic Publications
  • Television Networks
  • Organizations

Abstract:

This updated report focuses on the fast-growing Hispanic market - one of the most influential market segments in the United States. The report includes an in-depth demographic analysis of the Hispanic population that includes the latest available data on income, educational attainment, occupational status, and other key characteristics. It assesses the current size and projected growth of the market through 2003 and analyzes buying behavior and consumption patterns. Included are case studies of successful marketing approaches and effective advertising campaigns targeted at the Hispanic consumer. From Packaged Facts. Individual sections are available.

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