Hispanic Marketing

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of Hispanic marketing.

Hispanic Marketing

Antonia Miranda


  • Diversity is synonymous with the Hispanic market; different races within the ethnicity; different countries of origin, different life stages (age-groups), etc. (García, 2009).

  • Look at values that Hispanics find most important (ex. family togetherness) because these values/cues can help influence your audience (García, Kokoyachuk, Stretch-Stephenson, 2003).


  • The amount of marketing that targets Hispanics is not equal to the Hispanic population: In 2003, corporations spent approximately 2% of their marketing budgets on targeting Hispanics (García, Kokoyachuk, Stretch-Stephenson, 2003). However, in 2009 Hispanics numbered approximately 48.5 million (Re:think 2006).

  • In 2006, Hispanic spending...

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