Open Their Hearts and Minds

Lynn Russo Whylly

This paper argues that no serious marketing campaign in the U.S. can afford to ignore the Mexican-American population, which comprises 64% of the U.S.

Open Their Hearts and Minds

Lynn Russo Whylly

Surprisingly, most companiestoday segment multicultural campaigns not on nationality but on consumers' behavior or acculturation - whether the consumers are one, two, or three generations removed from their native countries. When those companies market to Hispanic Americans across the nation, they often target all Latinos, usually employing a single message or creative slant, despite the fact that more than 64 percent of the U.S. Latino population is Mexican American. As a result, many Hispanic marketing efforts end up reaching Mexican Americans. “Any advertising you do on a network or national...

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