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Consumers: The Hispanic/Latino Target Market:Defining “Hispanic”Hispanic is an ethnic category (same language and common culture)Hispanics can be of any race.Can use “Hispanic” “Latino” or “Spanish-Origin”Is a pan-ethnic label.Conill Toyota Forerunner AD:Who is the target audience?Ad was created by the Spanish industry for a Hispanic audience.When seeing it in English you don’t realize it’s for Hispanics.Ad was filmed in New Zealand (cheaper production cost)Guys dropping off Mexican people in a village.Cross Over Appeal:VolkswagonGuys take a road trip and listen to learn Spanish tape for 13 hours.When they get out of the car they’re speaking Spanish.The goal of advertising is to make you feel good about the product that you’re seeing. It’s trying to create a positive emotional connection to the product.Another purpose of advertising is to inform the audience about your product.Third goal is to remind you about the product.Ultimately the goal is to get you to buy the product.A goal you don’t want to achieve is to turn people off from your public with bad advertising.Why Marketers Care About Hispanics:Cross-over power and smart money-savings.K-Mart Sophia collection, trying on clothes with women of different sizes.Buying Power: Hispanic buying power (disposable income after taxes) in California exceeded that of the entire population of 36 other states.$1.6 trillion in 201015% of nations total buying power in 2015Population Size: Hispanics compose 16.3% if U.S. population and growing, estimated 45 million.Concentrated populationsCalifornia, Arizona, Texas, Florida, Illinois, New York, New Jersey, Colorado, New Mexico and Georgia.Hispanics are young.63% are aged 18-41Hispanics have larger families.Brand loyalNational and local media markets developedQuestions for Strat Com Programs:What does it mean to be Hispanic?Cultural symbols and meaning?LanguageWho represents Hispanics?Lation look and accent?Who is an authentic Hispanic?George Lopez? Eva Longoria? Juanes? Thalia?Pepsi Ad: Rain in Spain: Fernando TorresGuy can’t say Pepsi and rips the second P out of the Pepsi sign. He kept saying Pesi.Got positive reception.Largest Market Segment:Mexican American – 65%They’re youngerLower internet use – 52%Gender roles are more patriarchalMusica Nortena Banda, RacheraSecond Largest Segment:Puerto Ricans – 9%They’re predominately in New York, New Jersey, and FloridaU.S. CitizensMost likely to be English-dominant.Mambo, merengue, and salsa. Tito Puente.Third Largest Market Segments:Tie between Cuba and Dominican Republic – 3%Cubans make up 46% of Hispanics in MiamiConcentrated in FloridaCastro-CommunismReject “Hispanic” labelHouseholds smallerPolitically conservativeOlder, higher education levelsTecate Example:Target Audience: Spanish speaking Mexican American menMedia: TV ads, billboards, radio stations with Ranchera, Nortena, Banda and Grupo.Consequences of Advertising and Marketing:Reduce value of Hispanics to that of “consumer” onlyTends to simplify images: doesn’t show complexityMay court backlash through increased visibility (immigration issue) where public relations takes action.Take Away Points:The bottom line for businesses is market size, buying power, and access to the target audienceSave money- Hispanic celebrities have cross over appeal, Hispanic concepts work in main stream Markey.Sell products used by Hispanic consumersHispanic is a suspect labelResearch and an openness to cultures are essentialThere isn’t such a thing as a fake HispanicIf you want a career in marketing, you care about the youth and young adult market and you want more opportunities, you should educate yourself on the Hispanic market.International Reporting: Beverly HorvitProportionality:What does the world look like?News coverage vs. RealityCoverage of the world’s 190-plus countries?Very few of them make the news but it’s be tough to cover them all.Coverage of the world’s regions?Coverage of different topics?Proportionality:We’re always making judgments about what’s newsWhat do you put on the front page?What make your broadcast?Which headlines do you decide to tweet?Context:Why do journalists miss key context?Limited ResourcesLimited TimeIn a country, in a storyCan’t develop sourcesDon’t know what you don’t knowWhen disaster Strikes:The focus is on the journalist not the big picture.Is there missing context?Possible Solution: Q&AChristian Purefoy:Closely related to context:ComplexityGood or bad guysTaliban: Bad in News coverageDexter Filkins “Shirts vs. Skins”How to Get There:Do your homework: History, culture, press system, newsDon’t just read the U.S. News ClipsCould get a double misreadingCorrespondents see what they expect to seePressures from home office.Reliance of same old sourcesWhy? Are English-speaking sources the best sources?How might an English speaking source in Iraq or China be different from someone who doesn’t speak,They may see things from a more western perspective. Biased.Voices:How to find sources:Learn the languageWhat does language teach you?Language teaches you about culture not just how to communicateWhat about the silent language?Rules for time and space?Other cultural norms?People who want to pay journalists for stories?Fixers:Serve as your interpretersCan help you make connectionsCan be lifesavers, literally2007 study: interviews with 17 journalists (U.S. French and british) and 14 fixers (Iraguq)Key findings:Only one Western journalist fluent in ArabicFixers hired through coincidence or friendship-based contactsJournalists used same fixers as their predecessorsHigh level of dependenceFixers Arranging interviews and sometimes selcting intervieweesJournalists worried about missing something in translationFixers: Journalists lack of understanding goes way beyond languageQuestions of news valueFixers said even if the journalist learn the language it wouldn’t help because they don’t know the cultureImmigration:How for you become a U.S. Citizens:Born to U.S. citizens, born in the U.S. (exceptions) naturalized, or adopted by a U.S. citizen.Non-U.S. citizens who serve in the U.S. armed forces have improved chances to naturalize.Not so Welcoming:Irish in mid 1800’sChinese Exclusion Act of 1882Immigration Act of 1924Cartoon Depictions of Irish Americans:Irish Americans were depicted as an inferior race to Anglo-SaxonsHere they are depicted with exaggeration, facial features, with darker skin, monkey like and


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