Diversity is synonymous with the Hispanic market; different races within the ethnicity; different countries of origin, different life stages (age-groups), etc. (García, 2009).
Look at values that Hispanics find most important (ex. family togetherness) because these values/cues can help influence your audience (García, Kokoyachuk, Stretch-Stephenson, 2003).
GROWTH/ BUYING POWER
The amount of marketing that targets Hispanics is not equal to the Hispanic population: In 2003, corporations spent approximately 2% of their marketing budgets on targeting Hispanics (García, Kokoyachuk, Stretch-Stephenson, 2003). However, in 2009 Hispanics numbered approximately 48.5 million (Re:think 2006).
In 2006, Hispanic spending...