11 Tapping into Hispanic/ LatinX Buying Power

An Overview of Hispanic Marketing and Advertising in the U.S.

Sindy Chapa, Ph.D.

Director of the Center for Hispanic Marketing Communication,Florida State University

As the buying power of Hispanics in the U.S. continues to grow, the role of Hispanic marketing has become more visible and important for companies who want to connect with their consumers beyond demographics.1 Marketers need to realize that strategic marketing communication is about creating customized campaigns that can facilitate the connection between brands and customers on an emotional level.2 Data alone is not sufficient to inspire great ideas in Hispanic marketing communication. Cultural insights, on the other hand, and a deep ...

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