Attorney, author and advertising executive Juan Faura spent 25 years studying the dynamics of U.S. Hispanic culture. His hands-on research included months of road trips to meet thousands of people, individually or in groups, in Latin communities from Boston to San Diego. He uses that experience to create composite portraits of U.S. Hispanics, and to contradict or sometimes support long-held marketing stereotypes about this $600-billion annual market. getAbstract recommends his warm, chatty advice to advertisers and marketers who want to reach this large, diverse and still expanding audience. Join his picaresque travels through the land of America’s Hispanic consumers to find out what they really want and how you can sell it to them.
In this summary, you will learn
- Why attempts to sell to the U.S. Hispanic market often fail;
- What traits distinguish this immense, growing market; and
- How advertisers can reach it.
About the Author
Attorney John Faura, who began his career as a construction worker, owns an advertising agency, Cultura, which helps companies sell products in the U.S. Hispanic market. He wrote the bestseller The Whole Enchilada: Hispanic Marketing 101.