Save a Little – Lose a Lot: The Potential Pitfalls of Translated Ad Copy
As more brand managers come to the realization that the Hispanic consumer plays an important role in the current and future health of their brands, the struggle to find enough money within the advertising budget to succeed across targets has intensified. Over the past decade or more, most of the larger brands have carved out sufficient ad budgets to engage Hispanics with dedicated creative, and the debate is around whether to create...
Sprint Misses the Mark in Addressing the Hispanic Audience
Shifting its advertising strategy, Sprint has moved from the ‘Framily’ campaign, to a new value family plan message for both Hispanic and General Market TV audiences. As reported in Ad Age, the company is positioning its Bolivian CEO Marcelo Claure as the “celebrity” of its Hispanic targeted TV spot, which made its debut during the Latin Grammys in late November. The spot features simulated news reels sharing Claure’s immigrant story...
Bicultural Hispanics: The Middle Child
The advertising community has begun to take acculturation levels into account when advertising to Hispanics, but there’s an aspect of Hispanic consumers that most advertisers fail to consider. In many cases the individual consumer doesn’t have even one static acculturation level — in other words, that we as individuals think and behave in different ways (that reflect high or low acculturation). As a bicultural Hispanic, I’m keenly...
Building your brand with Hispanics the blended, bicultural way
Jeri Smith draws from a study of retailers’ holiday ad campaigns to offer advice on how to maximize the impact of Spanish-language and general-market advertising aimed at Hispanic consumers. Read Quirk’s Marketing Research Media’s: Building your brand with Hispanics the blended, bicultural way HERE.
Beyond Best Practices: Engaging With Social Media
Advertisers are acutely aware of the growing need to reach Hispanic audiences through both offline and online media. Recent Communicus research dug deeper into the specifics behind effectively reaching the Hispanic Market with the online aspects of your campaign. Jeri Smith writes for Media Posts’ Engage: Hispanics to reveal some of these best practices. Read MediaPost’s Engage: Hispanics HERE.