Hispanic-targeted advertising: more sales?

This study tests the idea that for companies spending significant dollars advertising in Hispanic media, the per-dollar payoff for increasing the total advertising budget.

Hispanic-targeted Advertising

More sales?

Ivonne M. TorresUniversity of HoustonBetsy D. GelbUnversity of Houston

'The next consumer a brand adds will be its most valuable,' an advertising expert recently concluded (Anschuetz, 2002). His logic was simply to focus on the growth of a brand and assume that the buyers whose purchases of a branded product have the most room for increase are the buyers who are entirely new to that brand.

If this reasoning at the individual level is projected to demographic groups, then the group new to a brand offers...

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