Clients ask why they should advertise in Spanish if Hispanics consume English media. And I always have the same reaction: “Who are we talking about? There are different types of Hispanics in US. Who do you want to target?”
I think Marketing is my new passion. As a journalist, I have been struggling to understand the Hispanic audience for years, and the other day, while attending a conference at the Commonwealth Club in San Francisco I could put more pieces together.
Not that I solved the puzzle, but I could identify the layers Jake Beniflah, the Executive Director for the Center of Multicultural Science was talking about.