@article {Coffey346, author = {Amy Jo Coffey}, title = {The Power of Cultural Factors In Spanish-Language Advertising}, volume = {54}, number = {3}, pages = {346--355}, year = {2014}, doi = {10.2501/JAR-54-3-346-355}, publisher = {Journal of Advertising Research}, abstract = {This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms. The goal: to identify which audience and market factors are valued most by advertisers and, thus, to be able to predict the likelihood of investment in ethnically focused advertising. Advertisers{\textquoteright} valuation of audiences{\textquoteright} distinct cultural traits and preferences was the most common predictor of investment in Spanish-language audiences across all media platforms tested{\textemdash}more so than valuation of language dependency, household income, or other factors. The choice of a media platform appeared to influence advertisers{\textquoteright} likelihood to invest their media dollars to reach Spanish-speaking audiences.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/54/3/346}, eprint = {https://www.journalofadvertisingresearch.com/content/54/3/346.full.pdf}, journal = {Journal of Advertising Research} }