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Research papers

Estimation method for media audience duplication

This paper describes a method for evaluating multimedia campaigns which consolidates the frequency distributions from the individual schedules of different media into a single distribution.This model is based on the fact that in the short term,...

Catalogue: ESOMAR/ARF WAM Conference 2005: Cross Media
Authors: Elias Selman Carranza, Orlando Muñoz Balmaceda, Patricio Moyano Galdames
Company: IBOPE Inteligencia
June 22, 2005
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Citation

Carranza, Balmaceda and Galdames (2005a, June 22). Estimation method for media audience duplication. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/estimation-method-for-media-audience-duplication


Research papers

Evaluation of advertising efficiency and effectiveness

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Eduardo Albornoz Guillen, Patricio Moyano Galdames, Andres Varas del Canto
June 15, 1999
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Citation

Guillen, Galdames and del Canto (1999a, June 15). Evaluation of advertising efficiency and effectiveness. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluation-of-advertising-efficiency-and-effectiveness


Research papers

Evaluation of advertising efficiency and effectiveness (Spanish)

This report is a methodological proposal for creating a data fusion model whose product is an index called Ad-Foint which integrates brand advertising investment media management and the real response of the target markets. It is an indicator...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Eduardo Albornoz Guillen, Andres Varas del Canto, Patricio Moyano Galdames
June 15, 1999
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Citation

Guillen, del Canto and Galdames (1999a, June 15). Evaluation of advertising efficiency and effectiveness (Spanish). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluation-of-advertising-efficiency-and-effectiveness-spanish-


Research papers

Diagnosing poverty in Latin America

This paper proposes a methodology to diagnose poverty in Latin America, a useful tool in the design of social policies. The method assumes that poverty is not merely the lack of basic resources - income or of goods - but rather the outcome of a...

Catalogue: ESOMAR Congress 1997: Learning From The Future
Author: Patricio Moyano Galdames
September 1, 1997
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Citation

Galdames, P. M. (1997a, September 01). Diagnosing poverty in Latin America . ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/diagnosing-poverty-in-latin-america-


Research papers

Measuring real time viewing as a modifying factor in the television industry the Chilean case

The development of the Chilean television industry in the past years runs parallel to two important phenomena: on the one hand, changes introduced in the TV regulatory framework made it possible to introduce cable television, and on the other a...

Catalogue: ARF/ESOMAR Worldwide Electronic And Broadcast Audience Research Symposium 1996
Authors: Elias Selman Carranza, Patricio Moyano Galdames
June 15, 1996
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Citation

Carranza and Galdames (1996a, June 15). Measuring real time viewing as a modifying factor in the television industry the Chilean case. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/measuring-real-time-viewing-as-a-modifying-factor-in-the-television-industry-the-chilean-case