The Power of Cultural Factors in Spanish-Language Advertising: Ethnic-Group Traits and Metrics May Predict Advertiser Investment across Media Platforms
Amy Jo Coffey
University of Florida
Management slant
- Spanish-language advertisers value audiences that possess distinct cultural traits and preferences. Therefore, media managers should provide culturally relevant messaging to stimulate Spanish-language advertiser investment.
- Many online advertisers value the availability of separate ethnic metrics. Therefore, online outlets should make marketers aware of the availability, value, accuracy, and specificity of ethnic-group metrics (e.g., Spanish-speaking household data) to encourage ad spend by non-English language advertisers.
- Out-of-home-advertising agencies should target "in-language" advertisers, particularly in areas of...