Spanish vs English Advertising

Effectiveness Among Hispanics

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A study conducted by Roslow Research Group RoslowGrp@aol.com for Univision Television Network, in 1994, among a sample of 648 Hispanics in 4 markets, stratified by language ability, compared effectiveness of TV commercials in Spanish and English. The following are highlights of the findings:

Commercial Recall

Bar graph: Recall; Ad recall rises 40% more for those viewing Spanish

Persuasion

Bar graph: Persuasion; Preference shift is 5X as Great

Communication

Bar graph: Main Message  recall; 56% more understand the message in Spanish

For methodological details and full results of the research, contact Roslow Research Group RoslowGrp@aol.com

Copyright (C) 1994 Roslow Research Group, Inc.

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