Hispanic-targeted advertising: more sales?

Ivonne M. Torres and Betsy D. Gelb

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...

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