Even in 2019, misconceptions about Hispanic-Americans are persistent and widely held, but marketers who get past the tired tropes and market to Latino consumers in an authentic way – aka the “pLatino Rule” of treating customers they way they wish to be treated while recognizing their culture of heritage – will be rewarded with an extremely loyal and fast-growing customer segment. Host Monique Ruiz talks with Hispanic marketing expert César Melgoza and Alex Garcia, Executive Vice President of Content and Business at Entravision Communications, about understanding the Hispanic market and how to reach them in an authentic way.