Mexican TV channel may have political aims

Subject A new Mexican TV channel is to be launched in the United States. Significance On January 17, telecoms tycoon Carlos Slim announced plans to launch a television channel in the United States aimed exclusively at the Mexicans living there. Named ‘Nuestra Vision’ (Our Vision), the channel aims to carve out a niche in a crowded market and could have a significant socio-political impact. Impacts Given the dominance of Univision and Telemundo, Nuestra Vision will be deemed a success if it achieves third place in the Hispanic market. A hostile US government and a charged 2018 Mexican election may give Nuestra Vision an early ratings boost. Having clashed with Trump in the past over New York Times coverage, Slim may face obstacles from the Trump administration.

Attitudes Toward Marketing Practices: The Effects Of Ethnic Identification

Attitudes toward a wide variety of marketing practices were examined for Anglo-Americans and Spanish-speaking, and English-speaking Hispanic families from a major metropolitan area. Significant attitudinal differences were found regarding a variety of marketing issues: product quality, pricing, advertising, retailing or selling, satisfaction, complaint behavior, etc. Many of these differences remained even after social class and income effects were removed. The findings of this study should aid in sensitizing marketers to the consumer behavior differences between Anglos and Hispanics and among the Hispanic subpopulations. Consequently, marketers can better develop and implement strategies when targeting the rapidly-growing Hispanic market.

The Influence Of Acculturation On Advertising Effectiveness To The Hispanic Market

<span>This investigation focuses on the relationship between the level of acculturation of Hispanics and their preferences in terms of language and models used in print advertisements. An on-site advertising experiment was conducted with 501 adult respondents in El Paso, Texas. The LAECA acculturation scale items were used in conjunctions with cluster analysis to identify three groups exhibiting varying degrees of acculturation. Results indicated significant differences in advertising preferences. Managerial implications are discussed.</span>