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Putting market research at the heart of the media planning process

Date of publication: June 15, 1999

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century

Company:

Authors: Aurora Yasuda, Scott Spence

Abstract:

This paper looks at the challenges faced by advertisers in Latin America in making the most efficient use of their advertising budget. The paper starts by discussing what advertising efficiency is and how that can be optimised. It then goes on to look at how the differences in advertising efficiency have implications for the media planning process. Some of the latest learning on media effects is included as well as various case studies from around the region showing the implications of certain media decisions.

Aurora Yasuda

Author

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Scott Spence

Author

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Yasuda and Spence (1999a, June 15). Putting market research at the heart of the media planning process. ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/the-heart-transplant