The Power of Cultural Factors in Spanish-Language Advertising: Ethnic-Group Traits and Metrics May Predict Advertiser Investment across Media Platforms

This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms.

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...

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