I recently came across an article about the changes in advertising and marketing that are taking place in all levels of corporate America. It seems the U.S. Hispanic population, according to The Wall Street Journal (April 24, 2001), has an estimated annual purchasing power of $550 billion or more. That's an incredible amount of purchasing power for a group of people that the U.S. Census Bureau says is made up of 35.5 million individuals.
Marketing directors have taken notice of this rich vein of consumers. They have seen that advertisers on television who have taken the approach of simply adding closed captioning in Spanish have had little success. The successful companies are those who have targeted the Hispanic audience and who have changed their advertisements to reflect that audience