Three Spanish language commercials were tested in 1986 in a high density Hispanic marketplace. After airing the commercials, substantial increases were measured for Stroh's from pre to post-tracking for unaided advertising, total advertising awareness, trial and conviction. One of the commercials, entitled "Party," represented almost 60% of total proven recall from the three commercials.
The two other commercials were entitled "Bar" and "Baseball."
The spots, developed by Bermudez Associates, the Los Angeles and New York based advertising agency, were adaptations of the current general market campaign, "Stroh's Is Spoken Here."
"Our challenge," says Bermudez president James Golightly, "was to utilize the same key campaign elements as seen in the general market executions and still be perceived as Hispanic."
The commercials
"Bar" shows a group of men meeting at their favorite local establishment to enjoy fellowship and camaraderie with Stroh's. "Baseball" presents the game in action and the post-game celebration with Stroh's. "Party," although certainly within the formal guidelines of the "Stroh's Is Spoken Here" campaign, was felt by Bermudez to be the most Hispanic of the three executions. Golightly says, "in 'Party,' we were able to infuse more cultural nuances in portraying Hispanics enjoying their Stroh's."
Research methodology
The Hispanic test market campaign used the same tracking method as is used for the general market campaign. Brand awareness, advertising awareness, trial and conviction were the principal criteria to be measured for the pre- and post-commercials airing.
The research methodology utilized was a telephone survey. The replicates for the pre- and post-samples were composed of Hispanic surnames which were drawn at random from the telephone directory of the largest city in the ADI and outlying rural communities.
During the post-tracking phase, Bermudez initiated its own research. Intercepts at high Hispanic supermarkets and stores were conducted using the same questionnaire as was used for the telephone interview portion of the study.
Golightly explains, "Although both the client and ourselves were confident in the research being conducted, we wanted to obtain as much complementary data as possible."
The results from both studies were parallel, with no divergence in findings.
Optimum results
When conducting research in Spanish, Golightly emphasizes certain key points to ensure optimum measurement of results.
"Perhaps the most critical point is that the interviewers must be fully conversant and have good writing skills in Spanish. This is of maximum importance not only in securing and recording the most complete possible response from an interviewee, but also in putting prospective interviewees at ease upon initial introduction. Our experience tells us that Hispanics, generally speaking, are extremely cooperative and incredible fonts of information. The conveyance of this information, however, is totally dependent upon the firm chosen to conduct your research. Know who you are working with."
In telephone interviewing, Golightly states that the replicate source for sample composition is extremely important. "A Hispanic surname by no means guarantees that the individual speaks Spanish or watches Spanish language TV," says Golightly.
For intercept interviewing, a geographic familiarity with the Hispanic community in the marketplace is crucial to productivity. ''Thorough knowledge and first-hand inspection of recommended locations, and their respective traffic patterns should be established to guarantee efficient levels of productivity."
Both Stroh Brewery and Bermudez were pleased with their efforts and as a result of the test market findings, feel strongly that Stroh's will be "spoken'' in expanded Hispanic media markets in 1987.