TY - JOUR T1 - Hispanic-targeted Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 69 LP - 75 DO - 10.2501/JAR.42.6.69 VL - 42 IS - 6 AU - Ivonne M. Torres AU - Betsy D. Gelb Y1 - 2002/11/01 UR - http://www.journalofadvertisingresearch.com/content/42/6/69.abstract N2 - 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. Published data were analyzed for the top 50 companies advertising in Hispanic media. Results show that in that 50-company group, year-to-yeat spending increases in Hispanic media tracked sales gains more closely than did overall year-to-year media spending increases. ER -