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Research papers

How different media channels change their positioning in a context of crisis

This paper is based on the recent extreme political and economic uncertainty in Argentina and which presented an opportunity to study the relationship between the public and the media mix in this situation.Based on research conducted by D'Alessio...

Catalogue: ESOMAR/ARF WAM Conference 2003: Media Mix
Authors: Nora D'Alessio, Carola Pradás, Constanza Flores, Esteban Coll
June 18, 2003

Research papers

Shaping high level business decisions through dynamic understanding of consumer insights

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world's eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing readership declines among the younger audience...

Catalogue: ESOMAR Congress 2004: Integrating Marketing Research in Business
Authors: Esteban Coll, Fernando Moiguer, Ricardo Kirschbaum, Mariela Mociulsky, Guillermo Oliveto, Jorge Karol
Companies: Compañia de Negocios Moiguer, CCR Group
September 19, 2004