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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-