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Research papers

Eye tracking

Audience quality attention to advertising media has been a concern to marketers for a long time. Are audiences just viewing a product? Or are they really observing and becoming aware of the brands, products and their benefits when they are advertised...

Catalogue: WM3 2009: Change Is In The Air...
Author: Idalia Cruz Garza
May 7, 2009
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Citation

Garza, I. C. (2009a, May 07). Eye tracking. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/eye-tracking


Research papers

Psychographic targets after an economic crisis

Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience,...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Idalia Cruz Garza
October 20, 1998
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Citation

Garza, I. C. (1998a, October 20). Psychographic targets after an economic crisis. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/psychographic-targets-after-an-economic-crisis