Media integration is a very important topic for advertising and marketing executives seeking to build brand awareness and sales with multicultural consumers.
But, what is the mindset of the client when preparing a Hispanic media buy? Is radio an important part of the media mix right from the start? This latest Hispanic Radio Podcast featuring Zubi Advertising VP/Media Integration Isabella Sanchez provides some answers.
Sanchez sat down for a chat at the 2018 Culture Marketing Council (CMC) Annual Conference in Los Angeles, which concluded today.
When Sanchez discusses the media mix with her clients, where does radio fit in to the entire Hispanic media buy?
“Every media plan begins the same way,” she says. “It’s a discovery with research of what the consumer does, in terms of the particular target audience. How old are they? What are their media habits? Once that is done, we’re uncovering what is the best place and form to reach to consumers. Radio always rises to the top in every demographic.”
Sanchez adds that Radio “is one of the media types that always transcends everything.”
Learn more about where Hispanic radio fits in with such brands as Ford Motor Company and how adopting a Spanish-language or Hispanic-friendly English-language format could boost your business in under 10 minutes by listening to our latest podcast now!