Effectiveness of Italian FMCG Advertising Slogans in the Mexican Market
Vizcaya Bustos, Karla Sofia (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025060319966
https://urn.fi/URN:NBN:fi:amk-2025060319966
Tiivistelmä
This thesis explores the effectiveness of advertising slogans used by Italian fast-moving consumer goods (FMCG) brands in the Mexican market, focus on the memorability and brand recall in the modern digital landscape. The research employed a mixed-methods approach combining quantitative approach using a questionnaire and SPSS statistical software, and qualitative approach combining literature reviews and case studies analysis.
The research evaluated key factors influencing the effectiveness of advertising slogans, including message clarity, emotional appeal, stimulus (visual and auditory), and cultural adaptation.
The increasing saturation of digital content consumers' evolving behavior have raised questions about the role of traditional slogans in enhancing brand recall and the effectiveness of advertising slogans. Italian brands entering the Mexican market face challenges, ensuring that their messaging resonates with the Mexican market, and how these brands adapt their advertising efforts, especially slogans, so that Mexican consumers recall, understand, and recognize their efforts as foreign brands and differentiate from competitors.
The scope of the research focused on consumer perceptions in the municipalities of Corregidora and El Marqués in Querétaro, targeting adults aged 20 to 59, a group identified as highly exposed to digital advertising and actively engaged in FMCG consumption in Mexico.
The results of the research revealed that message clarity is the asset that Mexican consumers valued the as the most influential factor in enhancing recall and memorability, followed by emotional appeal when this factor is accompanied and reinforced by visual or auditory cues.
The findings aligned with the theoretical framework and models stated by Aker and Keller, pioneers in Brand equity and Brand Identity, confirming that slogans contribute directly to brand awareness and brand associations, factors that play a key role in this modern, saturated environment of digital media.
The findings reveal that the medial channel does not affect the recall, but the visual cues, such as videos and storytelling ads, proved to be more effective in stimulating attention for Mexican consumers The study identifies a phenomenon named wear out effect, emphasizing the need for continuous slogan adaptation to cultural shifts and evolving communication habits. Given this, the author proposed the further studies of supraliminal priming in fostering recall and attention due to the oversaturation of content in the digital era.
The research evaluated key factors influencing the effectiveness of advertising slogans, including message clarity, emotional appeal, stimulus (visual and auditory), and cultural adaptation.
The increasing saturation of digital content consumers' evolving behavior have raised questions about the role of traditional slogans in enhancing brand recall and the effectiveness of advertising slogans. Italian brands entering the Mexican market face challenges, ensuring that their messaging resonates with the Mexican market, and how these brands adapt their advertising efforts, especially slogans, so that Mexican consumers recall, understand, and recognize their efforts as foreign brands and differentiate from competitors.
The scope of the research focused on consumer perceptions in the municipalities of Corregidora and El Marqués in Querétaro, targeting adults aged 20 to 59, a group identified as highly exposed to digital advertising and actively engaged in FMCG consumption in Mexico.
The results of the research revealed that message clarity is the asset that Mexican consumers valued the as the most influential factor in enhancing recall and memorability, followed by emotional appeal when this factor is accompanied and reinforced by visual or auditory cues.
The findings aligned with the theoretical framework and models stated by Aker and Keller, pioneers in Brand equity and Brand Identity, confirming that slogans contribute directly to brand awareness and brand associations, factors that play a key role in this modern, saturated environment of digital media.
The findings reveal that the medial channel does not affect the recall, but the visual cues, such as videos and storytelling ads, proved to be more effective in stimulating attention for Mexican consumers The study identifies a phenomenon named wear out effect, emphasizing the need for continuous slogan adaptation to cultural shifts and evolving communication habits. Given this, the author proposed the further studies of supraliminal priming in fostering recall and attention due to the oversaturation of content in the digital era.