What You Think You Know about Hispanic Marketing is Probably Not True; Juan Faura’s ”Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities,” Challenges the Standard Approach to Targeting Hispanics

“Ever since Hispanic Marketing became a buzz term, consultants and professionals have been preaching a similar sentiment: treat Hispanics as a unique sect of people, and focus on their “Hispanicness” before everything else in order to connect with them and get into those ever-growing pocketbooks. Juan Faura, a multicultural advertising specialist and a bestselling book author, claims this approach is all wrong. In his new book “Hispanic Marketing Grows up: Exploring Perceptions and Facing Realities,” (Paramount Market Publishing, February 2006) Faura showcases a new method of marketing to Hispanics that is sure to get a rise out of traditionalists.

Coming off of his recent success, “The Whole Enchilada: Hispanic Marketing 101,” in his new book, Faura challenges Hispanic marketing and advertising agencies to “grow up” and use their skills to appeal to the human side of the consumer, rather than focusing simply on the fact they are Hispanic. Faura insists that looking at Hispanic consumers as Hispanics first is counterproductive to connecting with them as human beings….”

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