On Friday, September 14, 2012, Dr. Sindy Chapa will present “Tailoring Advertising Campaigns to the Latino Market.” The event will begin at 12:30 p.m. in UCC4400.

Dr. Chapa is an assistant professor in the School of Journalism and Mass Communication at Texas State University. She is also the associate director of the Center for the Study of Latino Media and Markets.

Latinos have become the largest ethnic minority in the United States as the group now accounts for 15% of the country’s population. Not surprisingly, advertising campaigns and their outreach programs have to heavily target the Latino market. Dr. Chapa’s line of research focuses on measuring the effectiveness of the different types of advertising forms and its executions. Particularly, her studies investigate the effect of advertising on Latinos’ emotions, cognition, and behaviors. Managerial implications on transformational versus informational advertising, language tailoring, voice overs, and ethnicity will be discussed in this session.