Media market research on immigrant audiences: lessons learned from a critical analysis of the spanish media survey
Immigration has become an increasingly significant social phenomenon in Spain. The immigrant population has proven to be a potentially powerful target audience for advertisers. However, media research concerning immigrant audiences in Spain is still developing. The objective of this paper is to iden...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2015 |
| País: | España |
| Institución: | Universidad de Navarra |
| Repositorio: | Dadun. Depósito Académico Digital de la Universidad de Navarra |
| Idioma: | inglés |
| OAI Identifier: | oai:dadun.unav.edu:10171/117502 |
| Acceso en línea: | https://hdl.handle.net/10171/117502 |
| Access Level: | acceso abierto |
| Palabra clave: | Audience research Immigration Media survey Advertising Spain |
| Sumario: | Immigration has become an increasingly significant social phenomenon in Spain. The immigrant population has proven to be a potentially powerful target audience for advertisers. However, media research concerning immigrant audiences in Spain is still developing. The objective of this paper is to identify the most common difficulties encountered in immigrant-related media research, and to make recommendations regarding how advertisers and media planners can design and implement an effective media survey to investigate immigrant audiences. In this context, we consider the Spanish General Media Survey (EGM) as an instructive case study and analyze its methodology and data. |
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