TY - JOUR T1 - The Power of Cultural Factors In Spanish-Language Advertising JF - Journal of Advertising Research JO - J Advert Res SP - 346 LP - 355 DO - 10.2501/JAR-54-3-346-355 VL - 54 IS - 3 AU - Amy Jo Coffey Y1 - 2014/09/01 UR - http://www.journalofadvertisingresearch.com/content/54/3/346.abstract N2 - 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. ER -