Research Symposium

BIO

Sofia is a sophomore at Florida State from Miami, Florida who has been working alongside mentor Dr. Sindy Chapa as UROP student for the past school year. She is involved in the College of Business where most of her interests lie, but finds a creative outlet through research on topics she finds interesting that do not necessarily go hand in hand with what she is studying. Along with two other UROP students, Sofia has been able to explore the affects of Hispanic Marketing campaigns targeted towards Hispanic consumers and learn more about the future of the industry and this market in specific.

Calculating the Effectiveness of Integrated Hispanic Marketing Campaigns

Abstract

The research project explores which type of Hispanic-targeted advertisements, digital or televised, are 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: Hispanic, Marketing, Consumers