{"id":{"repo_id":"unlv","oai_identifier":"oai:oasis.library.unlv.edu:rtds-1495"},"canonical_url":"https://search.dev.ndltd.org/etd/unlv/oai:oasis.library.unlv.edu:rtds-1495","repository":{"repo_id":"unlv","name":"University of Nevada - Las Vegas","base_url":"https://oasis.library.unlv.edu/do/oai/"},"display":{"title":"Wooing the Hispanic: A study of marketing communication strategies targeting the United States Hispanic market","abstract":"Case studies of three national corporations examine their successful U.S. Hispanic marketing communication strategies. They are Ford Motor Company, Anheuser-Busch Companies, Incorporated, and Metropolitan Life Insurance Company. Similarities of strategies are an emphasis on community relations, reliance on Spanish-language messages, and a geographic concentration in the largest Hispanic markets. Differences are media mix and advertising style. Ford and Anheuser-Busch strive to meet regional needs and focus on electronic media. Metropolitan Life uses a general approach and emphasizes print media. Important trends for U.S. Hispanic marketing are the growing homogenization of Hispanic groups which permitted the introduction of pan-Hispanic strategies and increased use of bilingual and/or English advertising. Spanish-language media growth also contributed to U.S. Hispanic marketing development by providing more options for marketers. Studies of acculturation and ethnicity are suggested as resources for marketing strategies.","abstract_html":"Case studies of three national corporations examine their successful U.S. Hispanic marketing communication strategies. They are Ford Motor Company, Anheuser-Busch Companies, Incorporated, and Metropolitan Life Insurance Company. Similarities of strategies are an emphasis on community relations, reliance on Spanish-language messages, and a geographic concentration in the largest Hispanic markets. Differences are media mix and advertising style. Ford and Anheuser-Busch strive to meet regional needs and focus on electronic media. Metropolitan Life uses a general approach and emphasizes print media. Important trends for U.S. Hispanic marketing are the growing homogenization of Hispanic groups which permitted the introduction of pan-Hispanic strategies and increased use of bilingual and/or English advertising. Spanish-language media growth also contributed to U.S. Hispanic marketing development by providing more options for marketers. Studies of acculturation and ethnicity are suggested as resources for marketing strategies.","abstract_has_math":false,"creators":["Delgado, Olga I"],"institution":"University of Nevada, Las Vegas","degree_name":"Master of Arts (MA)","degree_level":"Thesis","degree_discipline":"Communication Studies","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":1995,"date_issued":"1995-01-01T08:00:00Z","date_published":"1995-01-01T08:00:00Z","updated_at":"2026-07-24T05:24:37Z","subjects":[],"languages":["English"],"rights":["IN COPYRIGHT. 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Ford and Anheuser-Busch strive to meet regional needs and focus on electronic media. Metropolitan Life uses a general approach and emphasizes print media. Important trends for U.S. Hispanic marketing are the growing homogenization of Hispanic groups which permitted the introduction of pan-Hispanic strategies and increased use of bilingual and/or English advertising. Spanish-language media growth also contributed to U.S. Hispanic marketing development by providing more options for marketers. 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Important trends for U.S. Hispanic marketing are the growing homogenization of Hispanic groups which permitted the introduction of pan-Hispanic strategies and increased use of bilingual and/or English advertising. Spanish-language media growth also contributed to U.S. Hispanic marketing development by providing more options for marketers. Studies of acculturation and ethnicity are suggested as resources for marketing strategies."],"dc:format":["pdf"],"dc:identifier":["10.25669/1eus-0n2r","https://oasis.library.unlv.edu/rtds/496","https://oasis.library.unlv.edu/context/rtds/article/1495/viewcontent/uc.pdf"],"dc:language":["English"],"dc:publisher":["University of Nevada, Las Vegas"],"dc:rights":["IN COPYRIGHT. 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