Marketing help on: Increase awareness amongst the Hispanic market segment

It has been seen that one of the fastest growing market segments in United States are Hispanics. Therefore, marketers have been focusing upon the various advertising strategies which would appeal Hispanics in one or the other manner. According to one of the surveys done in the year 2010, marketers feel that Hispanics would be difficult to reach with the traditional advertising means (Leal, 2001). Therefore, some attractive advertising strategies need to be followed. Some of the powerful Spanish channels should be used which would help to focus upon the Hispanic market segment.In order to increase awareness amongst the Hispanic market segment, building a brand would help to educate as well as deliver better mass media. The main mission for selecting a new marketing strategy would be to attract more number of Hispanics (Leal, 2001). The integrated marketing communication which has been used to attract & retain the Hispanics target audience would be to create strategies which would help to deliver messages with using different types of tactics, tools & adopt a communication channel which would help to define a particular segment. The integrated communication channel would take into consideration the following aspects such as to understand the needs of the clients, competitors & the different types of tools that will help to identify a particular segment (Carrasquillo, 2012). Integrated Marketing Communication would also help to plan & strategize to take up the product or service at an upper level. One of the advertising examples which show how this attractive strategy led to an up liftment of the Hispanics market segment has been explained as under (Tindle, 2011). Analysis done by comScore indicated an increase in the overall efficiency of the advertisement. These advertisements were mainly scripted in Spanish & targeted more number of customers.It has been observed that, there are various environmental influences with which Hispanics would be influenced on the consumer behavior. Some of the environmental influences which would affect the consumer behavior are diverse culture, reference groups, social class, family & sub-culture. The reference groups would have a clear influence over the Hispanics target audience. The reference group tries to influence the Hispanics target audience. The reference group influences the decisions which are being faced by the Hispanics population. Some of the environmental factors with which the Hispanics population would be influenced refer to cohesiveness, social power, individuals being influenced by the group, reference behavior, status of the entire group, etc.Based upon the various researches, it could be seen that the reference group would help to build a self identity. One of the articles states that, the group would help to maintain cohesiveness. This would help to create better communications & maintain interactions amongst entire group. Reference groups would help to influence the virtual interactions & create expectations amongst the minds of the consumers. In order to reach the Hispanic target group, marketers should look into the language as well as understand the various environmental influences such as family, reference groups, etc. In order to handle the Hispanic target group, the messages should be created which would hit the target group emotionally (Carrasquillo, 2012). An emotional effect would help in order to retain as well as attract the Hispanics. The message should be framed in Spanish which would be understandable to that segment as well as prove to be one of the most effective integrated marketing communications.The last way with which advertisements would be done to reach the Hispanic target audience is to provide advertisements on “Face book”. It has been seen that, the Latino marketing professionals look into the significance addition which would provide a platform for the Hispanic target group (Belch & Belch, 2008).

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