Radio is also an important medium for the Hispanic American market. There are at least 180 US radio stations that present Spanish language programming on a full or part time basis. Radio ownership in this market is comparable to that for all US households. Moreover, Hispanic Americans are frequent listeners. A survey of New York Spanish speaking radio households showed median daily listening of more than 4 hours per day, compared to the average adult listening of 2.5 hours per day for all US radio households. In addition to being frequent listeners about 60 to 80 percent of Hispanic listeners time is devoted to Spanish language programming. Hispanic tens, on the other and, devote 61 percent of their listening time to contemporary music stations, versus only 14 percent for Spanish stations and almost as much time for black radio stations. Radio is a very effective medium for several reasons: It is inexpensive and flexible, it is accessible when Spanish television may not be on the air (such as mornings) it reaches Hispanics as they engage in day to day mobility, and it is often played in the small stores where many Hispanics shop. Both Spanish language television and radio audiences appear to be composed of less acculturated Hispanics of lesser economic means.
Print media including magazines and newspapers, are also used to reach the Hispanic American market. These, however, tend to have much less widespread impact than other media because of the lower literacy rates in the Hispanic population. Nevertheless, this medium cannot be overlooked for the wealthier better educated Hispanics.
There is widespread disagreement over the question of whether Hispanic shoppers use coupons. The stereo type is that do not because of coupons dependence on traditional print media, to which Hispanics are underexposed.
However, Donnelley Marketing which sells the Carol Wright Hispanic mail program claims that 58 percent of Hispanic recipients use coupons, compared to 79 percent for the their general population mailing with over 40 percent redeeming live or more coupons per week compared to 25 percent or the total United States.
Effective Messages: In order for advertising to the Hispanic American market to be successful the communication must fit the people’s subculture. Sometimes a general market message may work with Hispanic. However, ads that are authentically Hispanic in setting and language and highly personal in approach are perceived as most meaningful. Even mass appeal commercials can be used by substituting a Spanish voice-over, but the marketer should be sure that the video portion is appropriate. Some well known advertising personalities are effectively used in this used market. For instance, the late Colonel Sanders and also Frank Perdue have appeared speaking Spanish in commercials for their chicken products.
Numerous language bloopers made by firms in advertising to Hispanics. However, as advertising agencies develop tailored promotional programs by carefully keeping cultural differences in mind they attain greater credibility with their Hispanics audiences. Table provides examples of gaffes as well as successful approaches in messages formulation.
In addition to consumer behavior differences based on ethnic factors, marketers also recognize distinct patterns based on age categories. There are two significant age subcultures in which many marketers should be vitally interested, yet which marketers often fail to understand and appreciate fully. These two groups are the youth market and the older American market.
Budweiser radio advertising has been sub segmented into four styles of music to correspond with the different ethnic types of Hispanics around the country. The music running in Los Angeles has a mariachi sound that appeals to Mexicans living there; in Texas a polka Nortena is a familiar sound to Texas Hispanics in Florida the Cubans listen to aversion of their charanga and in New York, there is a Puerto Rican salsa. The accent used throughout is broadcast Spanish a sound with no regional ties.