Métodos de planejamento e medição de publicidade: usos do IMC
DOI:
https://doi.org/10.18041/1900-3803/entramado.2.6517Palavras-chave:
Comunicação Integrada de Marketing, Planejamento de campanhas publicitárias, resultados de mercado, hierarquia de efeitos, eficácia publicitáriaResumo
Dado que um dos principais itens dos gastos de marketing é a publicidade, este estudo tem como objetivo analisar como os tipos de respostas esperadas pelo público, os métodos de medição usados para medir a eficácia da publicidade e os resultados esperados influenciam o planejamento da publicidade. Este estudo foi empírico exploratório a partir da aplicação de uma pesquisa transversal a 150 gerentes de marketing de médias e grandes empresas da Colômbia. Os resultados mostram que os métodos de medir a eficácia da publicidade não estão significativamente relacionados ao gerenciamento da publicidade, o que dificulta a obtenção de resultados confiáveis e limita a tomada de decisão organizacional.
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