The Hispanic market in the U.S. is not a homogeneous group of people. The Hispanic comunity is composed of many different countries and cultures. It is also composed of people that are primarily Spanish Dominant, Bilingual, and primarily English Dominant.
Nielsen defines these categories as follows:
Spanish Dominant - Hispanics that only and mostly speak Spanish
Bilingual - Hispanics that speak Spanish and English equally
English Dominant - Hispanics that mostly and only speak English
To target the Hispanics, a marketer must address the needs of all the groups that make up the Hispanic market. Create advertising relevant to each of the sub-groups.
