Although the Asian and Hispanic American communities show huge potential, these relatively new markets with their distinctive characteristics can also bring serious challenges to businesses and marketers, such as:

• Numerous sub-cultures and various languages and dialects are used within these communities. For example, the United States’ Asian community altogether speaks some 20 languages.
• Within collective ethnic enclaves, community opinion holds sway, which is converse to the individualism of the majority of American consumers.
• Both ethnic groups are extremely dynamic with unpredictable movements and changes occurring on a daily basis.
• Mainstream advertising and marketing tools often are not effective in targeting these communities due to deeply rooted culture specific beliefs, preferences and customs.

These challenges can be met, successful advertising and marketing to the Asian and Hispanic American population can be achieved, and you can increase your market share through the specialized approach that AMS offers.