Hispanics More Loyal to Brands Advertising in Spanish: Study

Share this content:

A recent study from ad agency Marketing Bodega found that the use of Spanish-language and Hispanic images increases marketers' chances of reaching Hispanic consumers.

Results show that 76 percent of survey respondents are drawn to brands that use Hispanic images in advertising. Also, 82 percent of the respondents said they choose a brand with which they are familiar. Also, 64 percent are more loyal to a brand that advertises in Spanish.

The Marketing Bodega, a Hispanic marketing group within The Marketing Store, joined Spanish-language newspaper Hoy in this survey project called, "The Hispanic Mindset: Going Beyond the Numbers."

More than 750 Hoy readers responded with opinions on what should be changed in marketing and advertising for U.S. Hispanic consumers.

The survey was developed to better understand and communicate with Hispanics consumers. It reveals cultural and psychological insights pertinent to targeting this fast-growing ethnic segment of the U.S. population.

The Marketing Bodega and Hoy will present results of the complete project at the 2006 Promo Live Conference on Oct. 12.

Hoy is a Spanish-language newspaper that has a weekly distribution of over 1.5 million copies in New York, Los Angeles and Chicago. Bodega is the newest group formed by the Marketing Store, an agency with clients like McDonald's Corp., Nissan and General Mills.

Roberta Vasconcelos is an intern on DM News. She is a native of Recife, PE, Brazil.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above