Multicultural Marketing: Advertising Strategies for the Mexican-American Market

Advertising effectiveness of alternative advertising strategies currently used in print advertisements by firms attempting to target Mexican-American consumers is examined. The term alternative strategies here refers to advertisements that use ad copy containing both English and Spanish or any advertisement that portrays both Anglo and Hispanic models. The relationship between the level of acculturation of Mexican-Americans and their preferences in terms of language and models utilized in print ads is investigated in an on-site advertising experiment conducted in El Paso, Texas with 494 adult respondents. Findings show significant differences in advertising preferences according to the level of acculturation. Advertising strategies are suggested.