Hispanic Marketing & Public Relations: Understanding And Targeting America's Largest Minority,9781932534085

Hispanic Marketing & Public Relations: Understanding And Targeting America's Largest Minority

by ;
Edition: 1st
ISBN13: 9781932534085
ISBN10: 1932534083
Format: Paperback
Pub. Date: 2005-09-30
Publisher(s): Poyeen Pub
List Price: $49.95

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Summary

The new book provides information, case studies, charts, tables, graphs, market data and opinions based on the knowledge of nineteen U.S. Hispanic market experts. Proceeds will benefit the Hispanic Marketing & Communication Association, HMCA. Information on the book, including a list of authors and a pre-publication sign up sheet is available at the HMCA website www.hmca.org and on the new weblog www.hispanicmpr.com. Seventeen practitioners and two university academics contributed chapters to the book. Topics include a U.S. Hispanic market outline, acculturation issues, reaching Hispanics online, reaching Hispanics in-language, demographic projections, perceptions, public relations, Hispanic media, electronic publicity and media training, special events and qualitative and quantitative research considerations.

Author Biography

Book author and editor Elena del Valle, a 20-year marketing and public relations veteran is president of LNA World Communications, where she is responsible for strategic planning, client relations and general and Hispanic media training.

Table of Contents

From the Editor xvii
Foreword xix
A Snapshot of the U.S. Hispanic Market
1(28)
Jonathan R. Ashton
Michele Valdovinos
In This Chapter
1(1)
Introduction
1(2)
Hispanic Population Growth
3(1)
Where They Live
3(3)
Role of Language
6(1)
Acculturation Process Among U.S. Hispanics
7(3)
Age and Gender
10(2)
Education
12(1)
Hispanic Employment
12(2)
Income and Buying Power
14(2)
Social Life
16(1)
Politics
17(1)
Media Consumption
18(3)
Bilingual Packaging
21(1)
Brand Loyalty
21(1)
Marketing to Hispanic Children
22(2)
Chapter Summary
24(3)
About the Authors
27(2)
Latino Identity & Situational Latinidad
29(18)
Federico Subervi
Diana Rios
In This Chapter
29(1)
Introduction
29(1)
One of Many Identities
30(1)
Region, Race, Culture
30(1)
Region
30(3)
Race
33(3)
Culture
36(4)
Opening the Doors to the Expression of Latinidad
40(1)
Acculturation Issues
41(3)
The Challenge
44(1)
Chapter Summary
44(2)
About the Authors
46(1)
Beyond Skin Color
47(38)
Deborah Vallejo
In This Chapter
47(1)
Introduction
47(3)
From Carmen Miranda to Carmen Electra
50(4)
Where is the Mustache?
54(1)
Follow the Roots
55(4)
Se Habla Castellano
59(2)
Spanglish Rules
61(1)
Countering Stereotypes
62(2)
Frito Bandito, Talking Chihuahuas and The Fantanas
64(2)
Where are Waldo and Juan?
66(5)
A Tortilla Chicken Noodle Soup
71(3)
Inside the Hispanic Real World
74(5)
What is in a Name
79(2)
Chapter Summary
81(2)
About the Author
83(2)
A Deeper Look into the U.S. Hispanic Market
85(30)
Derene Allen
Madalyn Friedman
In This Chapter
85(1)
Introduction
85(26)
Hispanic Children
111(1)
Implications and Conclusions
111(1)
Acknowledgments
112(1)
Chapter Summary
112(2)
About the Authors
114(1)
Hispanic Projections
115(26)
Roger Selbert
In This Chapter
115(1)
Introduction
115(1)
Changing Sources of Population Growth
116(3)
Changing Patterns of Population Dispersion
119(4)
Hispanic Buying Power Growth
123(1)
Hispanics and the Baby Product Market
124(2)
Hispanics and the Wireless Market
126(1)
Hispanics and the Car Market
127(4)
Hispanics and the Banking Market
131(2)
Hispanic Urban Youth Market
133(2)
Long-range Implications
135(1)
Chapter Summary
136(3)
About the Author
139(2)
Qualitative and Quantitative Research Strategies
141(12)
Miguel Gomez Winebrenner
In This Chapter
141(1)
Introduction
141(1)
Qualitative Research with U.S. Latinos
142(4)
Quantitative Research with U.S. Latinos
146(5)
Chapter Summary
151(1)
About the Author
152(1)
Segmentation by Level of Acculturation
153(16)
Miguel Gomez Winebrenner
In This Chapter
153(1)
Introduction
153(3)
Acculturation or Assimilation
156(4)
Acculturation and Latinos
160(3)
Marketing and Acculturation
163(3)
Chapter Summary
166(1)
About the Author
167(2)
Effective Translations
169(26)
Tony Malaghan
In This Chapter
169(1)
Introduction
169(1)
Market Extension and Development
170(1)
Reaching the Spanish-Speaking Community
170(2)
Impact on Brand
172(3)
The Art of Good Translation
175(2)
Best Practice Versus Reality
177(5)
Ensuring Culturally Appropriate and Accurate Translations
182(5)
Vendor Selection
187(1)
Supporting Your Spanish Language Marketing
188(1)
Translation Services Trends
189(1)
Chapter Summary
190(3)
About the Author
193(2)
Marketing to U.S. Hispanics Online
195(38)
Richard Israel
Cynthia Nelson
In This Chapter
195(1)
Introduction
195(1)
In the Beginning
196(3)
U.S. Census in 2000
199(2)
Impact of Television and Internet on Hispanics
201(5)
Significance to Marketers
206(1)
Preparation Avoids Panic
206(15)
E-Commerce Activities
221(1)
Where Do They Come From?
222(5)
Case Studies
227(1)
Case Study 1
227(1)
Case Study 2
228(1)
Chapter Summary
229(2)
About the Authors
231(2)
Hispanic Public Relations and Its Emergence as an Industry
233(52)
Dora O. Tovar
In This Chapter
233(5)
Demographic Changes and Emergence
238(2)
Hispanic Advertising Industry as Precursor
240(5)
Marketing of ``Latinidad''
245(3)
Hispanic Market and Community Values
248(2)
Hispanic Public Relations Market
250(6)
General Market Firms Enter Hispanic Arena
256(4)
Opportunity and Social Responsibility
260(8)
Cultural Relevance Case Study and Challenges
268(2)
Marketing and Hispanic Celebrity Spokespersons
270(1)
English Dominance and Spanish Cultural Relevance
271(1)
The Industry: Growing Hispanic Professionals
272(4)
An Industry versus Niche Services Market
276(1)
Challenges for the Industry and Campaign Opportunities
277(5)
Chapter Summary
282(1)
About the Author
283(2)
Latino Media: A Cultural Connection
285(42)
Federico Subervi
Heidi Eusebio
In This Chapter
285(1)
Introduction
285(1)
Terms and Categories
286(1)
Language and Audience
287(3)
Ownership and Functions
290(1)
Latino Media Landscape
291(1)
Sources of Connection, Culture and Information
291(1)
Radio
292(1)
Case Study Illustrates the Power of Radio
293(3)
Television
296(3)
Daily Newspapers
299(1)
Daily Newspapers by Region
299(4)
Quite an Impression
303(2)
Top Twenty Spanish-language Newspapers
305(1)
Weeklies
305(1)
Supplements and Inserts
305(2)
Magazines and Other Periodicals
307(1)
The Internet
308(1)
Latino media: Commerce, Style and Youth
309(1)
Targeting Acculturated Audiences and Professionals
310(2)
Targeting Bilingual, Bicultural Youth
312(2)
Resources
314(5)
Communicating Your Story to Latino Media
319(1)
Seven Steps to Success with Latino Media
319(2)
Case Study
321(2)
Chapter Summary
323(2)
About the Authors
325(2)
Electronic Publicity and Broadcast Public Relations
327(24)
David Henry
In This Chapter
327(1)
Introduction
327(1)
Broadcast Versus Print Publicity and Media Relations
328(1)
Elements of a Good Broadcast Story
329(1)
Spanish-language Broadcast Media
330(1)
Univision and Telemundo
330(1)
How are Spanish-language Broadcast Media Different?
331(2)
Challenges in Reaching Spanish Language Media
333(1)
Before You Approach Spanish Language Media
333(2)
Broadcast Public Relations and Electronic Publicity Tools
335(1)
Video News Release
335(5)
B-roll Package
340(1)
Satellite Media Tour
341(3)
Audio News Release
344(2)
Radio Media Tour
346(1)
Public Service Announcement
347(1)
Tips for Success
348(1)
Chapter Summary
349(1)
About the Author
350(1)
Maximizing Public Relations Results with Entertainment
351(16)
Claudia Santa Cruz
In This Chapter
351(1)
Introduction
351(1)
Selecting the Right Talent for an Event and Audience
352(4)
Difference Between Entertainment and News Media
356(2)
Events
358(1)
Case Study: Billboard Latin Music Awards
359(4)
Chapter Summary
363(2)
About the Author
365(2)
Hispanic Public Relations Return on Investment
367(8)
Christine Clavijo-Kish
Dalia Paratore Salazar
In This Chapter
367(1)
Introduction
367(1)
Research From the Beginning
368(1)
Media Relations Strategy, Back to Basics
369(1)
Include a ``Call-in'' Show
369(1)
Include Call-to-action Tactics and Offers in Your Program
370(1)
Media Coverage Retrieval and Analysis
370(1)
Events
371(1)
Use Hispanic ``Experts'' to Drive Messages
372(1)
Build a Database
372(1)
Chapter Summary
373(1)
About the Authors
374(1)
Cultural Understanding Key to Effective Hispanic Media Training
375(42)
Elena del Valle
In This Chapter
375(1)
Introduction
375(3)
Media and Language
378(2)
Three Sides of the Interview Triangle
380(1)
Target Audience
380(4)
Media Outlet
384(4)
Spokesperson
388(2)
Composing the Message
390(1)
Media Models
391(13)
Media Training
404(4)
Benefits
408(1)
Setting the Stage
409(1)
Think Global, Act Local
410(1)
Crisis Management
411(3)
Chapter Summary
414(1)
About the Author
415(2)
Bibliography
417(8)
Chapter 2 Sources
417(2)
Chapter 5 Sources
419(1)
Chapter 15 Sources
420(5)
Index 425

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