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The Power of Cultural Factors In Spanish-Language Advertising

Ethnic-Group Traits and Metrics May Predict Advertiser Investment across Media Platforms

Amy Jo Coffey
DOI: 10.2501/JAR-54-3-346-355 Published 1 September 2014
Amy Jo Coffey
University of Florida,
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  • For correspondence: acoffey@jou.ufl.edu
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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' valuation of audiences' distinct cultural traits and preferences was the most common predictor of investment in Spanish-language audiences across all media platforms tested—more so than valuation of language dependency, household income, or other factors. The choice of a media platform appeared to influence advertisers' likelihood to invest their media dollars to reach Spanish-speaking audiences.

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Vol 54 Issue 3

Journal of Advertising Research: 54 (3)
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The Power of Cultural Factors In Spanish-Language Advertising
Amy Jo Coffey
Journal of Advertising Research Sep 2014, 54 (3) 346-355; DOI: 10.2501/JAR-54-3-346-355

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The Power of Cultural Factors In Spanish-Language Advertising
Amy Jo Coffey
Journal of Advertising Research Sep 2014, 54 (3) 346-355; DOI: 10.2501/JAR-54-3-346-355
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