Selecciones - Webs

Belch: Advertising and
Promotion, Sixth Edition
I. Introduction to Integrated
Marketing
Communications
DIVERSITY PERSPECTIVE 2-1
2. The Role of IMC in the
Marketing Process
Marketers Reach
Out to Hispanics—
A Multidimensional Segment
It seems that U.S. marketers have finally discovered
the Hispanic market. Not that it hasn’t been here for
some time; it has. And not that it isn’t of substantial
size; it is. So what has suddenly woken Madison
Avenue to the potential in this market? A number of
things.
First, consider the size of the Hispanic market—35.3
million people. Second, consider the growth rate—58
percent in the past decade (four times that of the overall
population). Third, throw in the estimated $400 billion
in buying power, which “seems impervious to the
Nasdaq’s swoons” according to Marci McDonald of U.S.
News & World Report. The end result is an extremely
attractive market. And, unlike the case in the past, this
market has finally attracted the attention of some bigtime
marketers.
CBS has noticed. Hoping that the Hispanic market
will help reverse the downward trend in the size of its
soap opera audience, the network has introduced a
Spanish simulcast of The Bold and the Beautiful titled
Belleza y Poder (“Beauty and Power”). Liz Claiborne
Cosmetics introduced its new perfume, Mambo, with a
$20 million campaign targeting Latinos (among others),
and the American Association of Retired Persons
(AARP) has more specifically targeted the over-50 Hispanic
market with a $3 million campaign. Among the
other firms now increasing their efforts in this market
are MasterCard International, Reader’s Digest, and
Tillamook Cheese.
Even though there has been a significant increase
in spending in the Hispanic market, Spanish-language
and bilingual campaigns still account for only about
one percent of the $200 billion advertisers spend
yearly on broadcast media (another $250 million goes
to magazines and newspapers). While some companies
already spend heavily to attract this segment (e.g.,
Sears has targeted this market for over 10 years, and
AT&T spent about $35 million on it in 2001), most have
simply ignored the segment—until now. The fact that
young Hispanics will become the largest ethnic youth
population in the United States by 2005 has made
more marketers take notice.
Reaching this segment may not be as easy as it
seems, however. Roberto Ramos, president of the
Ruido Group, a Hispanic-youth-focused communication
agency in New York, notes: “One of the biggest
misconceptions about Hispanic youth is that they are
a homogeneous group. Puerto Ricans, Colombians and
Cubans are not all the same. What works to attract one
group may not work for another.” Erasmo Arteaga, a
© The McGraw−Hill
Companies, 2003
Sears store manager in West Covina, California, adds:
“People think Hispanic means one thing, ...But it’s different
from Miami to Southern California. And here in
California, it’s not just Mexicans; it’s Guatemalans, Salvadorans,
and other people from Central America.”
Arteaga notes that two Hispanic-designated stores in
Los Angeles only 20 miles apart reflect very different
buying motives. While this segment is certainly a challenging
market, there is no doubt among many marketers
that Hispanics are worth the effort. Consider
some of the efforts being taken:
• Reader’s Digest has launched Selecciones
magazine, a magazine showcasing Latinos.
• MasterCard International maintains a Spanishlanguage
website to encourage Latinos to apply for
credit cards.
• AC Nielsen formed a Southern California Hispanicconsumer
panel to learn more about the likes and dislikes
of this audience.
• American Airlines has an in-flight magazine titled
NEXOS that is targeted at Hispanics.
• The “Got Milk” campaign now includes Spanish versions
of the ads.
• Galavision, a Spanish-language cable station,
launched five youth programs aimed at bilingual and
bicultural Hispanic youth.
• Throughout its bilingual TV, print, and radio
campaigns, the Office of National Drug Control Policy
focuses its antidrug message on the strong family values
inherent in Hispanic cultures.
The above are just a few examples of the many companies
and organizations targeting the Hispanic market.
With the segment’s strong growth rates in
population and in spending power, you can be sure
that many more will join in. The question is, will they