Measuring methods and advertisement planning: Uses of IMC
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Palabras clave

Comunicaciones integradas de mercadeo
planeación de la campaña publicitaria;
resultados de mercado
jerarquía de efectos
eficacia publicitaria

Cómo citar

Ortiz-Rendón, P., Gaviria-Martinez, L., Sanguino-García, V., & Sánchez-Torres, J. (2020). Measuring methods and advertisement planning: Uses of IMC. Entramado, 16(2), 56-69. https://doi.org/10.18041/1900-3803/entramado.2.6517

Resumen

Dado que uno de los rubros protagonistas en el gasto de mercadeo es la publicidad, este estudio tiene por objetivo analizar cómo los tipos de respuestas esperados por parte de la audiencia, los métodos de medición utilizados para medir la eficacia publicitaria y los resultados esperados, influencian la planeación de la publicidad. Este estudio fue empírico exploratorio a partir de la aplicación de una encuesta de corte transversal a 150 gerentes de mercadeo de empresas medianas y grandes de Colombia. En los resultados se evidencia que los métodos de medición de la eficacia publicitaria no se relacionan de manera significativa con la gestión de la publicidad, lo cual dificulta la obtención de resultados fiables y limita la toma de decisiones organizacional.

https://doi.org/10.18041/1900-3803/entramado.2.6517
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