Research Symposium

BIO

Maria Perez-Torres is a second-year student majoring in Finance and part of the Honors program at Florida State University. Maria has always been interested in the research process, especially within the field of business. Through her time working with Dr. Chapa, she has explored consumer behavior, service operations, and market research techniques. As part of the Undergraduate Research Opportunity Program, she has gained incalculable experience that she will continue to implement in the future.

Calculating the Effectiveness of Integrated Hispanic Marketing Campaigns

Abstract

The research project explores which type of Hispanic-targeted advertisements, digital or televised, is more effective on Hispanic consumers. Three (3) integrated marketing campaigns that specifically target Hispanic consumers were examined: Mcdonald's, Mattress Firm, and Walmart. Concurrently, interviews with account planners, account directors, and creative teams were performed. Preliminary findings suggest a positive relationship between Hispanic consumers' responses to Hispanic advertisements that utilize different modes of media versus just one, as it emphasizes the importance of using cultural cues and bilingual elements. In addition, companies that employed and prioritized a social media aspect in their campaigns were more effective in connecting with Hispanic consumers; thus, companies that highlight the convenience and efficiency of the shopping experience process of the brand tend to perform more profitably. As well as increasing engagement, social media reaches the gap between accessibility and economically feasible advertisements.

Keywords: Integrated marketing, Hispanics, Consumers