Abstract:
This paper describes a strategic market research investigation conducted throughout Latin America. The primary objectives of this investigation focused on segmenting the television viewing audience; determining viewer loyalty and brand equity toward specific television networks; identifying the underlying issues and attitudes that define the individual networks' brand equity; profiling network viewers; and linking the network assessments with the television viewer landscape to enhance programming, scheduling, marketing, and other strategic competitive initiatives.
This could also be of interest:
Research Papers
Seeking the Holy Grail
Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Joan Fitzgerald, Tony Jarvis
 
June 16, 2004
Research Papers
In quest of the Holy Grail
Catalogue: ESOMAR/ARF WAM Conference 2004: Cross Media
Authors: Marion Appel, Herman Bos, Lucas Hulsebos
 
June 16, 2004
Research Papers
The holy grail at a bargain basement price?
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Geoff Isaac, Brian Milnes, Park Beede
 
November 11, 1996
