Putting market research at the heart of the media planning process

Date of publication: June 15, 1999


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.

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