Ads that feature families — especially multiple generations of family — carry more weight with Black and Hispanic consumers than with non-Hispanic White consumers, according to Time Inc./Motivo research presented at the Advertising Research Foundation Convention, March 2011.
Although Blacks and Hispanics respond favorably to ads that are clearly targeted to their racial/ethnic groups (by virtue of being placed in targeted media, cast with Black or Hispanic actors, scripted in Spanish, etc.), they are even more receptive to seeing ads with diverse casts placed in mainstream media. Nearly six in 10 Hispanics (58%) and 54% of Blacks say that when they see or hear an ad targeted to Hispanic or Black consumers in non-targeted media, it stands out, and it makes them feel that the company values them as consumers.
Similarly, while an ad produced in Spanish serves as a clear cue that the brand wants to speak to Hispanics, other aspects of cultural relevance are just as important. Fewer than half of Hispanics — even those who are relatively unacculturated — believe ads targeted to Latinos should always be in Spanish.
The key is to reflect Black and Hispanic consumers’ cultural values — family gatherings, religious and cultural traditions, pride in being a bicultural American — as well as portraying diverse faces. When communicating with Hispanics who consider themselves bicultural, for example, it’s important to know that both language and behavior shift with the context of the moment — place, people, and what’s going on or being discussed. [Advertising, Emerging Majorities]
Source: “Marketing to the Multicultural Consumer: New Insights on Culture, Context, and Brands,” Betsy Frank, Chief Research and Insights Officer, Time Inc., 1271 Ave. of the Americas, New York, NY 10020; 212-522-1212; research@timeinc.com; www.timeinc.com. Gonzalo Perez, Owner and Principal, Motivo Insights, 1521 Alton Rd., #400, Miami Beach, FL 33139; 646-662-5524; gonzalo@motivoinsights.com; www.motivoinsights.com. Price: Contact for information.
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