The Holy Grail

Date of publication: May 12, 2002

Catalogue: Latin America 2002

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.

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