Digging for “Spanish Gold”: How to Connect with Hispanic Consumers

The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising.

Digging for “Spanish Gold”: How to Connect with Hispanic Consumers

Cynthia Rodriguez Cano

Georgia College and State University

David J. Ortinau

University Of South Florida

Management slant

  • Although non-adaptive advertising campaigns that portray various ethnic models together to connect with multiple ethnic groups simultaneously have been adopted by many companies, the effectiveness of such a strategy has yet to be empirically tested.
  • Strong Hispanic ethnic identifiers form similar evaluations (disconnect) of an advertisement featuring two African-American models as one featuring one Hispanic and one African-American model.
  • Both strong and weak Hispanic ethnic identifiers form the most favorable evaluations of an...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands