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Direct linkLum, Elliot; Martinez, Luisa; Soling, Marcia – Journal of Advertising Education, 2021
Univision is a brand well-known to Hispanic viewers, but with fragmentation and so many choices within the media landscape, they had to break through the noise effectively. The challenge for Univision was to attract a younger demographic (18-34 year-olds) of loyal viewers to consume Spanish language programming by packaging the use of music and…
Descriptors: Advertising, Television Viewing, Adolescents, Young Adults
