The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

CHAPTER TWENTY-EIGHT

MARKETING COMMUNICATION

Lorenzo Sierra

Growing up in Tucson, Arizona, in the 1970s and 1980s, I was a member of Tucson's burgeoning Latino American community. Like most other consumers of that era, I marveled as more and more product choices became available to me.

Although there were more choices, marketing approaches remained as they had in the 1950s. Marketers continued to deliver their messages using the same tactics that made America's post–World War II economy the strongest on the planet. The faces and messages were largely Anglo. In essence, marketers of that day did not see me as special.

In the early 1990s, marketing messages were beginning to feature faces and places that looked like mine, using the language (Spanglish, ...