The dissertation examines how consumers of Mexican American and El Salvadoran American backgrounds are influenced when it comes to both advertising and promotion in their purchase decision''s. The study highlights both the differences and similarities between two distinct Hispanic market segments. The study discusses how the English and Spanish language influences each segment in their purchase decisions for both advertising and sales promotion. The Mexican American and El Salvadoran American segments'' preference for retail purchase locations are examined. Additionally, both segments were analyzed for their preference for brand in relation to price.