ABSTRACT
In this chapter, the author discusses one of the most important topics associated with Hispanic marketing: the role, and importance, of Spanish in connecting with the Hispanic consumer.
In the chapter, the author uses the latest data and consumer insights to demonstrate that the absolute number of Spanish-speaking consumers is growing and that, most importantly, in the eyes of the Hispanic consumer, there’s a strong association between the Spanish language and the Hispanic culture.
The chapter also summarizes a study that breaks down what makes an effective Hispanic marketing creative ad from an ROI standpoint.
