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Advertising Testing Among Hispanics
Category: Retail
Methods: Advertising Research, Hispanic Research
Summary
A large retailer, Retailer B, wanted to evaluate television, print, and radio
ads among Hispanics in the United States. Its goal was to grow their its share
in the Hispanic segment.
Strategic Issues
As the Hispanic population in the U.S. grows, so does its buying power and
viability as a separate target market. Our client, Retailer B, noticed that
Hispanics were increasingly part of their target market. Recognizing the revenue
opportunities that the Hispanic market represents, Retailer B wanted to increase
its market share among Hispanics and developed advertising campaigns targeted
toward Hispanics.
Our client, Retailer B, wanted to create an advertising campaign to communicate
that is understands Hispanic needs and that its stores offer a wide variety
of products that fulfill Hispanics’ needs.
Marketing Research Objectives
The objectives of the research were to accomplish the following:
- Measure the overall effectiveness of the advertising among Hispanics, both
acculturated and unacculturated
- Determine any differences between ads by acculturation level
- Evaluate the cultural relevance of the ads
- Determine what messages were communicated and what images were projected
- Identify how the ads might be strengthened or improved
Marketing Research Design and Methods
Decision Analyst’s CopyTest® system was used to evaluate the effectiveness
of the ads, including metrics for persuasion, attention value, and store name
remembrance. The research was conducted via mall-intercept interviews in 10
key U.S. Hispanic markets. Interviewers were of Hispanic or Latino descent and
were fluent in Spanish.
The testing was done monadically; that is, respondents either viewed and/or
listened to only one ad. The ads targeted toward Hispanics that were tested
included two 30-second TV commercials, one print ad, and one radio commercial.
Respondents completed a proprietary sequence of key metrics and several diagnostic
batteries, such as persuasion, brand reinforcement, potential increase in usage,
attention value, brand registration, and brand remembrance.
The results were entered into Decision Analyst’s proprietary SellingPower™
analytical model to calculate overall advertising effectiveness. Based on historical
normative data for Retailer B and for Hispanics, the results predicted the effectiveness
of each ad and what needed to be changed to improve the advertising.
Results
The results of the advertising research showed there were differences among
acculturation segments on key advertising measures. As a result of the research,
Retailer B incorporated recommended areas of improvement in the ads to better
communicate with the target segment. These areas of improvement:
- Identified a better spokesperson than originally offered in the ads.
- Made ads more relevant among Hispanics by using more culturally relevant
situations in the storylines.
- Discovered that the ads were “too aspirational” for the main
Hispanic target, and the ads made them feel negatively toward the company.
The ads were revised to be “in line” with aspiration levels.
- Identified some ads that did not perform as well as hoped among unacculturated
Hispanics, and modified them to perform better.
Overall, the advertising research gave the client specific suggestions for
making the advertising more culturally relevant to Hispanics, resulting in a
stronger connection between the consumer and the brand.
Copyright © 2011 by Decision Analyst, Inc.
This case study may not be copied, published, or used in any way without written
permission of Decision Analyst.
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If you would like more information on our Analytical Consulting Services or
would like to discuss a possible project, please contact Jerry W. Thomas,
President/CEO, (jthomas@decisionanalyst.com),
or Kay White, Senior Vice President, (kwhite@decisionanalyst.com),
or call 1-800-ANALYSIS (262-5974) or 1-817-640-6166.
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