Once considered a minority, Hispanics today are becoming a growing majority of the U.S. population. In fact, Hispanics have become the nation's largest minority group. The growth of the Hispanic market has numerous implications for marketing and communication decisions. Hispanics residing in the U.S. consume products and services on a daily basis. They buy groceries, appliances, event tickets and interact constantly with companies and their messages. Not only is it crucial for U.S. marketers to recognize how valuable this market is to them, but Hispanics are a multifaceted market that must be well understood to ensure a good foundation is built prior to developing communications strategies. More specifically, marketers need to be aware of how Hispanics, often bilingual, process language and how this impacts the effectiveness of communications messages. This report will take you through an analysis of why the U.S. Hispanic market is valuable and how this particular segment should be approached when it comes to the language factor. / text

This study provides a historical understanding of the adoption, adaptation and education of account planning in Hispanic advertising agencies. At the time of this writing, minimal academic research had focused on the discipline, and even less on the discipline in Hispanic advertising agencies. According to the United States 2010 census, the Hispanic population surpassed 50 million, making in the largest minority group in the country, accounting for over 15% of the population. Hispanic advertising agencies as a group are charged with reaching this market, and within these agencies, researching, strategizing and briefing are their account planners (also called brand planners, strategic planners, creative planners and research planners). Grounded theory was employed to interview twenty-nine account planners in five states who work, or at some point worked, in a Hispanic advertising agency. The results present a thorough explanation of the adoption and adaptation of account planning in Hispanic advertising agencies, as well as an overview of what account planners who want to work in this market should study. The findings suggest that account planning in Hispanic advertising agencies has experienced innovation diffusion and big brother syndrome, involvement, improvement, and fictive digital kinship. Study limitations, future research, managerial and educational implications are presented as well. / text