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Case Study 2.8 Hispanic Marketing in Online and Mobile Formats

Opening paragraph – highlight Hispanic market and importance of understanding shifts in the market.

DISCUSSION QUESTIONS

Question One: What are the opportunities and challenges facing marketers that are targeting the lucrative Hispanic market through online and mobile marketing?

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Question Two: Based on the information in Tables A, B, C, D, and E develop an overall marketing strategy for targeting the Hispanic market.

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Question Three: Based on the information in Tables A, B, C, D, and E develop an advertising campaign including

· Overall positioning strategy and core theme

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· Key advertising copy points

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· Visual elements

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· Key media outlets

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Question Four: Based on the information in Tables A, B, C, D, and E develop training materials for entry-level marketing professionals specifically those working for a company whose target market segment is or includes Hispanic consumers to enhance their interactions with consumers and to enhance their selection of media outlets when communicating with consumers.

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Problem Statement:

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Analysis:

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Solution with Justification:

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References: