Developing effective communications messages to the Hispanic market : language and the bilingual market
Kalaswad, Anita Maria
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Once considered a minority, Hispanics today are becoming a growing majority of the U.S. population. In fact, Hispanics have become the nation's largest minority group. The growth of the Hispanic market has numerous implications for marketing and communication decisions. Hispanics residing in the U.S. consume products and services on a daily basis. They buy groceries, appliances, event tickets and interact constantly with companies and their messages. Not only is it crucial for U.S. marketers to recognize how valuable this market is to them, but Hispanics are a multifaceted market that must be well understood to ensure a good foundation is built prior to developing communications strategies. More specifically, marketers need to be aware of how Hispanics, often bilingual, process language and how this impacts the effectiveness of communications messages. This report will take you through an analysis of why the U.S. Hispanic market is valuable and how this particular segment should be approached when it comes to the language factor.