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Unaided Recall of Radio Commercials
Respondents Perception of Advertised
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0ld Fashion 0ther acculturation adver Advertising Age Aided Recall Scores analysis analysis of variance Antonio Guernica attitudes toward advertising attributes audience bilingual Census characteristics CM CM comparable Comparison of Image Comparison of Unaided Cultural Differences David Astor demographic Deshpande and Hoyer differences were found Eastern Airlines English language ethnic experimental treatment five experimental groups five groups forced exposure Frito Bandito gorilla Group 2 Group Hispanic and Anglo Hispanic consumers Hispanic groups Hispanic Market Hispanic Respondents Image Perception income March l9 market segmentation media habits members of Groups Mexican American Mug Root Beer percent Perception of TRW publlclpap radio commercials recall of radio Ron Faber sample significant differences Spanish language Spanish media subjects sumer Table television Texas tion Total U.S. U.S. Census Bureau U.S. Department U.S. Hispanic population U.S. population unaided recall United Yardang