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Consumers and brands

Date of publication: October 20, 1998

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Ampelio Plaza

Abstract:

This paper focuses on efficiency, advertising investment efficiency, and of course, the most important theme, efficiency measuring. Measuring and efficiency, or efficiency measuring and efficiency - it is the same, because we will not know if we are efficient in our advertising investments until we measure. There are two messages: first, efficiency can be measured. This is not just a utopia in Spain and in other markets. The second message is that in order to make use of technology that supplies us with accurate measuring, we must change the relationship between advertisers, agencies and media centrals.

Ampelio Plaza

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Citation

Plaza, A. (1998a, October 20). Consumers and brands. ANA - ESOMAR. Retrieved October 31, 2025, from


https://ana.esomar.org/documents/brands-retailers-and-consumers-