Developing Marketing Strategies that Effectively Connect with the Hispanic Community in The United States

Abstract

This thesis examines selected aspects of the Hispanic community in the United States and suggests ways to create marketing strategies that effectively connect with the demographic through their family and religious life, sports fandom, music and media preferences, political beliefs, wealth and use of technology. The thesis begins by providing an overview of the Hispanic community living in the United States in a variety of areas and highlights the benefits that come with targeting Hispanics through marketing campaigns. In order to provide examples of campaigns that have attempted to reach Hispanics in the past, the analysis section looks at several past marketing efforts toward Hispanics, both successful and unsuccessful. This thesis can benefit marketers looking to expand their brand's reach to the local Hispanic community in the United States.