Master of Mass Communication (MMC)
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.
Document Availability at the Time of Submission
Release the entire work immediately for access worldwide.
Medrano, Silvia Irene, "Segmentation in Hispanic-targeted marketing" (2013). LSU Master's Theses. 1104.