Back

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

This is a long description of some author details.

Scott Spence

Author

This is a long description of some author details.

This could also be of interest:

Research Papers

Application of primary surveys and desk research to media planning

Catalogue: ESOMAR Congress 1970: The Practical Application of Market Research

Author: Friedrich A. Rode

 

September 1, 1970

×

Citation

Rode, F. A. (1970a, September 01). Application of primary surveys and desk research to media planning. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/application-of-primary-surveys-and-desk-research-to-media-planning


Research Papers

Consumers at the heart of innovation

Catalogue: Asia Pacific 2007

Authors: Helen Wing, Raymond Crook, Sunanda Brahma

 

March 12, 2007

×

Citation

Wing, Crook and Brahma (2007a, March 12). Consumers at the heart of innovation . ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/consumers-at-the-heart-of-innovation-


Research Papers

The heart transplant

Catalogue: Congress 2005: Making A Difference

Authors: David Jenkinson, Derek Leddie, Kristin Hickey

Company: The Leading Edge

September 21, 2005

×

Citation

Jenkinson, Leddie and Hickey (2005a, September 21). The heart transplant. ANA - ESOMAR. Retrieved June 23, 2025, from


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


  • PDF
Fad and progress in motivation research Authors: Herta Herzog
Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
Research and decision Authors: H. S. Rich, J. S. Smith
×

Citation

Yasuda and Spence (1999a, June 15). Putting market research at the heart of the media planning process. ANA - ESOMAR. Retrieved June 23, 2025, from


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