The explanation for the difference may be in the personality of the television programs in which these ads appear. Hispanic viewers—in both North America and Central America—are passionate fans of telenovelas—what non-Hispanic viewers would know as soap operas, but with extra doses of emotion and social significance. Among the most popular programs has been “Sin Tetas No Hay Paraíso” (Without Breasts, There Is No Paradise), a 23-segment serialized drama about a teenager who is dangerously concerned about her body image.
Advertisements that tell a story would fit nicely in such programming. In the comScore survey, 48% of Hispanic respondents said they expect ads they watch to be entertaining.
Researchers at Baruch College suggest that this serialization works well with text ads, too. Their study results indicate that each ad should show movement forward from the prior ad. This is called bookend advertising.
For instance, the first ad in the campaign might present a problem to be solved by using products from the advertiser's store. The second ad would show how the problem is solved in part with particular products or services. Each subsequent ad would show further progress in solving the problem, with the last ad portraying full achievement of the objectives.
Bookend advertising is found to be more effective than a campaign that repeats all the same content in each ad. This is true even for those consumers who miss out on seeing the initial ads which set up the problem.
People love a story, so story-based ads can be highly effective as marketing tools for retailers. Still, a caution: To the degree that you can, position story-based ads at resting points in the story portrayed in the television program or the publication. Researchers from University of Iowa and Northwestern University find that if the ad interrupts the flow in the middle, the consumer will dislike the ad.
Ironically, the more relevant the story in the ad is to the consumer’s personal goals, the more negative the reaction to the interruption. The consumer is frustrated that the suspense in the main story is keeping them from concentrating on the story in your ad.
For your profitability: Sell Well: What Really Moves Your Shoppers
Click below for more:
Accent Values of Your Hispanic Target Markets
Tell Positive Stories About Your Products
Use Both Repetition and Progression in Ads
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