Hispanic Advertising Goes Mainstream, English Takes the Subtitles
During the 2012 NBA Finals, Ford made a move in reaching Hispanic consumers that few brands had considered at the time – running a Spanish language ad for the Ford Escape on English language network ABC. Over the past two years, Tide, Target, Taco Bell, and JC Penney have all joined the party running Spanish language executions, or executions partially in Spanish, on English language media. The trend has picked up during the 2014...
More Than A Total-Market Approach
By: Diego Vasquez of Hispanic Market Weekly Hispanic consumers in the U.S. are generally more aware of advertising than the overall market, but that still doesn’t mean it’s a particularly easy group to target. On one hand Latinos pay plenty attention to non-Hispanic market ad campaigns, in addition to those catering to the Hispanic market. But they – like other consumers – also crave ads and campaigns that are relevant to their lives...