Métodos de medición y planeación publicitaria: usos de las comunicaciones integradas de marketing (CIM)
DOI:
https://doi.org/10.18041/1900-3803/entramado.2.6517Palabras clave:
Comunicaciones integradas de mercadeo, planeación de la campaña publicitaria;, resultados de mercado, jerarquía de efectos, eficacia publicitariaResumen
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.
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