Hispanic car advertising - it's a family affair

Article Abstract:

According to a demographic study sponsored by SIN (the Spanish Information Network), Hispanic-Americans purchased 377,220 new model automobiles in 1985 worth $4.5 billion. Moreover, the Hispanic-American population has been projected to grow to 30 million by 2000 (in 1985, there were 18 million Hispanic-Americans). Despite the relative lack of information regarding this consumer population segment, American car manufacturers are beginning to target Hispanic-Americans with car advertisements that stress family-sized automobiles. The advertising campaigns aimed at Hispanic consumers in the U.S. that have been mounted by Ford (the marketing pioneer in this area), Buick, Chevrolet, and Oldsmobile are described. Problems with marketing to Hispanic consumers are also discussed, including market niches within the population segment and their varying consumer profiles and changing demographics.

Minorities as consumers, Minority consumers, Hispanic American consumers

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AM-FM for GM and Ford and Chrysler, too

Article Abstract:

Because of increased television market fragmentation and the ability of radio to reach a youthful market, automobile makers are once again beginning to use large amounts of radio advertising. Television ads are still the primary media choice for car makers, but car maker ads rank fourth among total radio advertising time (behind food, service, and soft alcohol, in that order). Demographics for radio audiences indicate that men are easily reached through radio spots, which promotes the concept of radio advertising for marketers of car accessory products. For the big three car makers, radio advertising budgets for 1985 are as follows: Chrysler - $23.5 million, GM - $20.6 million, and Ford - $11.5 million. Various radio advertising campaigns are discussed.

Radio advertising

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The autonomous woman

Article Abstract:

In 1985, $46 billion in automobiles were purchased by women, or approximately four of every ten cars sold. Forecasts predict that by 1990, women will be purchasing half the new cars sold in the U.S. It is not surprising that automobile manufacturers are now targeting the female consumer with their advertisements. Several advertising campaigns aimed at women car buyers are discussed. Examples of shifting the emphasis of automobile marketing to women include: Chrysler's increased advertising in women's magazines; the portrayal of women in car advertisements as decision-makers; the sponsorship of women's sports events by GM, Ford and Chrysler; and advertising and marketing campaigns aimed solely at women.

Case studies, Marketing, Women, Automobile industry, Women in advertising

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