An Advertising Campaign for the Hispanic Market
Effective advertisement aims to influence positive consumer perception of a brand or a product through exposure, attention, and interpretation. Talib (2013) reported that ad spend growth rate for the Hispanic market increased by 20.7 percent in 2012, compared to just 1.7 percent in the non-Hispanic market.
Overall positioning strategy and core theme. Inglessis, McGavock, and Korzenny (2007) recommended that marketers explore more metaphorical, sensorial, less literal, and explanatory messages to connect with Hispanics on a more emotional level, and to use the consumers’ values to discover relevant insights to consider the cultural factors which make Hispanics unique. Cooley, Brice, Becerra, and
…show more content…
Social media is used to advertise products in addition to making connections and sharing user-generated content, and social media advertising has different patterns for consumer behavior than general online advertising. Raghupathi and Fogel (2015) advised marketers to identify opinion leaders perceived to be benevolent and ensure their advertisements on social networking websites are perceived as benevolent, as these lead to successful word of mouth influence. Another article reported Hispanics are highly social online, more likely to use social media to query their social networks about products and retailers, and slightly more likely to write product reviews, compared to the general population (Demographics, 2013). Deesing (2015) added that Hispanics share posts on social media five times more than non-Hispanic users do, are 35% more likely to click on a link or post shared by another Hispanic person than a non-Hispanic one, and nearly 18% of Hispanics polled said they use YouTube for helping them make purchasing …show more content…
Hispanics) are more influenced by online recommendations on social media compared to users from individualist cultures. de Almeida, Costa, Coelho, & Scalco (2016) analyzed different types of viral marketing content for eight profiles of Brazilian beer brands, and found a positive relationship between social media posts and viral marketing. To increase the virality of such posts, they suggest brand manager to publish posts which promote the brand and reproduce content generated by people engaged with
For most companies, advertising can be a costly affair. On the one hand, customers are getting more information about new products, goods and services. While, on the other hand, it has to be effective, noticeable and remembered long enough to make potential customers into actual ones.
The dominant ideas about the Hispanic population and how to market them are key concepts looked at in chapter two. There are many facts and fictions about marketing to Latinos as single ambiguous market. Hispanic advertisements and marketing strategies take a unique approach to target Latinos as a whole. Marketers take the approach of targeting all Latinos as a group and based many advertising campaigns off of stereotypes instead of researching the Latino culture. “One result of this lack of market research was the dissemination of generalized assessments about the Hispanic consumer that were ultimately based on the self-image, class background, and experiences of Hispanic marketers”(59). Many advertisers target Latino Americans as a one group of people with nearly identical looks, culture, and values. “(The Hispanic) population is continually stereotyped and constituted into an undifferentiated Hispanic consumer”(57). They do not advertise to Latinos as separate people from different Southern and Central American countries.
Whether recognized or not, advertisements play a significant role on the way in which consumers make choices. Though society as a whole may not recognize the impact of advertising, commercials and good billboards are still noticed and enjoyed. Even colors are used a way in which to catch the eye of the consumer.
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
Michael Goodman. "The Power of Hispanic Consumers." MercuryMedia. Research and Analytics, Apr. 2010. Web. 16 Apr. 2014.
As a consumer of this materialistic country, I can sometimes feel overwhelmed with all of the advertisements that exist and are thrust at me constantly. While some of them can be cute or creative and occasionally put a smile on my face, the majority of them exasperate me with their stupidity. However, when an advertisement is done correctly and the quality of it astounds the viewer, something amazing can happen. People can start to talk about what they have been impressed by, and word-of-mouth creates further advertising. Advertising is a form of art that reaches millions of people at once and can affect their view on not just the product, but on the entire idea of advertising itself.
I would make use of local and national television programming and magazines that specifically reach Latinos and also add emphasis in key markets with radio and newspapers targeted to this demographic. In addition, I would put advertising emphasis on web sites targeted to Latinos. Emphasizing these choices will ensure that the film’s advertising is seen by the largest percentage of the Latino audience as possible. With any other film, the more exposure and the more buzz around it, regardless of its racial appeals, connotations, or undertones, the more likely it will be to gain awareness. The more exposure and the more buzz means there will be a better chance at successfully engaging this market. I would create advertising in both English to target English speaking and bilingual Latino as well as creating a Spanish language version in order to target a larger audience. This will also allow my advertisements to run in all types of media that are in
The ‘Meet Marcelo’ ad was¬¬ created appeal to the Latino Market by introducing Marcelo Claure to the consumers and having them hear directly in their language what the phone company will be able to do for them with the Sprint Family Share Pack. The ad appeared on Univision, the largest TV network targeting the Latino market, during the Latin Grammys and was followed up a series of additional Spanish language Sprint Ads. This strategy worked well with getting the message in front of the target market. Maslow needs were well integrated into the ad, specifically the need for love and belonging because the imagery and messaging emotes the sense of trust and emotional connection. According to Bergen (2014), for
Viral marketing is a form of word-of-mouth marketing that aims to result in a message spreading exponentially and campaigns work when a message is spread exponentially and it results in a desired outcome for a brand (Stokes, R., 2010). Viral marketing uses the internet to disclose and spread the company’s products or services. It harnesses the electronic connectivity of individuals to ensure marketing messages are referred from one person to another (Stokes, R., 2010). There are two types of viral marketing. Organic viral campaigns spread with no input from the company who wants to advertise. The message or product/ service being sold by the merchant are passed around in a viral nature without any intention from the marketer (Stokes, R., 2010). In organic viral marketing, no planning was done on how to broadcast the products or services and those who expose the products or services made a choice just to pass it around by word of mouth in the internet. Amplified viral marketing on the other hand have been strategically planned, have defined goals for the brand being marketed, and usually have a distinct method of passing on the message (that can be tracked and quantified by the marketer) (Stokes , R.,2010). To go viral, sellers or services provider have to define the aims of the campaign. Sellers or service providers have to decide if the company wants brand awareness, drive traffic or make sure customers avail of the products or services. Secondly, the company should plan the message it wants to go viral. The message has to be unique and easily noticeable by consumers. Third, the message you want to convey must be passed on to others efficiently. The company has to provide incentives for sharing. The greatest ince...
If you asked 10 followers on Twitter if they prefer Coke or Pepsi, 9 out 10 would probably say Coke. This paper will explore the concepts of social media presence for The Coca-Cola Company. Why do people drink Coke? Why is Coke so popular? Questions such as these will be answered throughout this strategy recommendation project.
Effective advertisements are advertisements that help the advertiser to reach its goals (Doyle& Saunders, 1990).
Social media in marketing is used as an apparatus that builds an identity for a brand and gives awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conforms to the strategy and wants of the business. In accordance to the social media marketing report of 2014, a considerable (64%) of marketers use social media for at least 6 hours or more and 41% for 11 hours or more weekly, more importantly nearly (19%) of marketers use up to 20 hours each week on Facebook, Twitter, LinkedIn, Instagram and many more. The report also showed 7 social media platforms that led in 2014 which are Facebook, Twitter, LinkedIn, Google+, Youtube, Pinterest and Instagram.
In addition, effective advertising can keep a consumer’s mind fresh about the image of a brand, which develops the trace of the memory where consumers have to choose between two or more products. Moreover, it may change the product quality, create new, well-designed and elegant product and change consumers view towards the product. Lastly, by effective advertising program, company may save money and time as salesperson does not need to inform people about the product features as it has already advertised.... ... middle of paper ... ...
Among the billions of social media users, there is a percentage dedicated to businesses who use social media as part of their marketing strategy. The sheer number of people who use services like Facebook and Instagram on a daily
Social media avenues are a new, upcoming, and popular way to advertise for businesses and for people to connect to each other. Alexis Ohanian once said that "Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They 're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar." (Ohanian) Powerful usage of social media can have a big impact.