Enhancing an Advertising Space with a Single-Source View of its Audience

Date of publication: April 24, 2023

Catalogue: Latin America 2023

Abstract:

Measuring consumers? responses to advertising stimuli was a foundational demand for the industry. Since the very first days of the commercial use of radio and TV spaces, advertisers have commissioned researchers to find out if their targets were reached by their campaigns and?most importantly?if their attitudes and behaviour had changed in relation to their brands, after being exposed to their messages.

Ben Boix

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Daniela Martinez

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Alejandro Etchart

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