The power of cultural factors in Spanish-language advertising

• Autores: Amy Jo Coffey
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 346-355
• Idioma: inglés
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• Resumen

  • This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms. The goal: to identify which audience and market factors are valued most by advertisers and, thus, to be able to predict the likelihood of investment in ethnically focused advertising. Advertisers� valuation of audiences� distinct cultural traits and preferences was the most common predictor of investment in Spanish-language audiences across all media platforms tested�more so than valuation of language dependency, household income, or other factors. The choice of a media platform appeared to influence advertisers� likelihood to invest their media dollars to reach Spanish-speaking audiences.