Resumen de The power of cultural factors in Spanish-language advertising
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.
