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All things related to effective Hispanic marketing, Hispanic advertising and Hispanic public relations.

Tuesday, October 24, 2006

Hispanics receptive to radio advertising

FMQB is reporting that the Radio Advertising Bureau (RAB) has released findings from the Radio Ad Effectiveness Lab (RAEL) "Personal Relevance Two: Radio’s Receptive Ad Environment" report, which finds that radio's receptive ad environment:

1. Is especially strong among African-Americans and Hispanics; even more so with Spanish-dominant Hispanics)
2. African-American and Hispanic populations show additional, unique emotional connections and strong bonds with their radio stations.

Specifically, African-Americans and Hispanics accepted radio ads more than TV or Internet ads and associated radio spots with "fun" and "honesty" more than other groups.

Here is a quote from RAB President/CEO Jeff Haley that is in the article:

“...This new study from RAEL provides valuable insights into the special relationship that these segments have with Radio and their super-receptivity to advertising on their radio stations. The results ... make it clear that a strong radio presence is essential to a robust multicultural marketing initiative.”

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