Radio is the choice of the Hispanic population

Researchers found that 24% of Hispanics found radio to be "most essential" compared with 17% of the general population. However, Hispanic demographics are increasingly going online, indicating that online advertising is just as important for marketers. As of January 61% of the demographic could access the Internet from home, and many had broadband access. Roughly 40% of Hispanics say that the Internet is the "most exciting" medium, taking over from television.

Another study found that the Hispanic demographics are most likely to multi-task while online. They listen to radio, watch television or conduct other computer activities while online. This makes them a prime target for marketers, as it has been shown that offline activities - radio programs, television ads - are most likely to influence online searches and product buys.

There have been several studies lately boasting the powers of offline advertising. What that really means for marketers is that campaigns need to be all-inclusive. For the best reach, marketers should include online campaign elements including rich media with offline campaigns. Advertising on radio and television and in newspapers and magazines are a great way to influence consumers to research and possibly buy online.

Tags: advertising campaign, online advertising