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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 September 12, 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
×

Citation

Guillen, del Canto and Galdames (1999a, June 15). Evaluation of advertising efficiency and effectiveness (Spanish). ANA - ESOMAR. Retrieved September 12, 2024, from


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


Research papers

Research contribution to brand positioning

This presentation charts the contribution of research to development of Immac as a brand in the depilatory category and hence one of the more sensitive areas in this segment. We outline the key stages of research used in developing the brand...

Catalogue: ESOMAR/MERF/IAA Conference 1994: Challenges And Opportunities For Research In The Middle East
Author: Roger Hawa
January 1, 1994
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Citation

Hawa, R. (1994a, January 01). Research contribution to brand positioning . ANA - ESOMAR. Retrieved September 12, 2024, from


https://ana.esomar.org/documents/research-contribution-to-brand-positioning-