Hispanics and direct marketing advertising

The article “Hispanics and direct marketing advertising” investigates the general Hispanic consumer behavior in the United States. It provides a general study of purchase behaviors, attitudes and beliefs of Hispanic consumers toward direct marketing advertising. The use the term DMA (not for Direct Marketing Association, but for direct marketing advertising.) DMA to Hispanics has grown tremendously in past years and has been overlooked by many companies.
To better understand the attitudes and believes of Hispanics several studies have been used to identify such behaviors. Still many of these studies where not specified towards Hispanics, instead they were general studies that studied Hispanics as one of the subsets. Most of the studies that are review view the aspect of assimilation and how assimilation is one of the best ways to approach the Hispanic culture when marketing to them.
In the past marketers have perceived Hispanics as a low-income group with little education and lac...