Identifier

etd-11172013-195817

Degree

Master of Mass Communication (MMC)

Department

Mass Communication

Document Type

Thesis

Abstract

Hispanic-oriented advertising is a growing area in the advertising industry. Findings reported in this research examined agency strategies for advertising in Hispanic-oriented advertising. Interviews with agency practitioners involved in the planning, creation and media selection provided insight into agency best practices in Hispanic-oriented advertising. In-depth interviews at two Hispanic-oriented agencies revealed that a focus on cultural understanding, client relationships, and opposition of common stereotypes and segmentation practices were key in creating successful advertising that connected to Hispanic mindsets. Research results suggest that growth in the U.S. Hispanic population will not only affect the advertising industry, but will also create changes in American culture.

Date

2013

Document Availability at the Time of Submission

Release the entire work immediately for access worldwide.

Committee Chair

Windels, Kasey

Share

COinS