PT  - JOURNAL ARTICLE
AU  - Ivonne M. Torres
AU  - Betsy D. Gelb
TI  - Hispanic-targeted Advertising
AID  - 10.2501/JAR.42.6.69
DP  - 2002 Nov 01
TA  - Journal of Advertising Research
PG  - 69--75
VI  - 42
IP  - 6
4099  - http://www.journalofadvertisingresearch.com/content/42/6/69.short
4100  - http://www.journalofadvertisingresearch.com/content/42/6/69.full
SO  - J Advert Res2002 Nov 01; 42
AB  - 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.