Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleHISPANIC MARKETING: NATIONAL ADVERTISER SPENDING PATTERNS AND MEDIA CHOICES.AuthorsGoodson, Sabrina R.; Shaver, Mary AliceAbstractExamines spending patterns and media choices of national advertisers targeting Hispanic audiences. Proportion of budget for Spanish-language advertising; Customization of messages in promotions and event marketing.SubjectsHISPANIC American consumers; ADVERTISING; CROSS-cultural studiesPublicationJournalism Quarterly, 1994, Vol 71, Issue 1, p191ISSN0196-3031Publication typeArticleDOI10.1177/107769909407100118