Publication: La influencia del modo de visionado en la eficacia de la publicidad de respuesta directa en televisión
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2018-10-31
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Universidad Complutense de Madrid
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Abstract
La investigación de la eficacia la de la comunicación publicitaria es una disciplina académica y profesional que fundamentalmente se ha basado en el estudio de las variables que afectan al mensaje y a los medios empleados en su difusión, pero no es tan frecuente el estudio de la situación del consumidor cuando recibe el mensaje como variable influyente en la eficacia. En un entorno como el actual donde el consumidor está hiperconectado y puede interactuar de forma inmediata con las marca, tanto para hablar con ellas, de ellas, o comprar el producto o servicio, los anunciantes están utilizando de forma creciente la publicidad que busca una respuesta inmediata, conocida como publicidad de respuesta directa.En los estudios de eficacia de publicidad de respuesta directa del medio televisión, el más importante en España por inversión publicitaria, no se ha contemplado la situación del receptor en cuanto a si está solo o en compañía en el momento de recibir el mensaje, lo que en el presente estudio se denomina covisionado, y su influencia en la respuesta inmediata...
The investigation about advertising communication effectiveness is an academic and professional discipline that has basically been based on the study of variables that affect the message and the media used for its diffusion; however, the study of the consumer’s situation when they receive the message as an influential variable in efficacy has not been so frequently done. In an environment such as the one where the consumer is hyperconnected and can interact immediately with the brand, either to talk to them or about them, or buy the product or service, advertisers are increasingly using advertising that seek an immediate response. This is known as direct response advertising.In the studies about direct response advertising effectiveness in television, the most important media for advertising investment in Spain, the receiver’s situation has not been contemplated as to whether he is alone or in company the moment when they are receiving the message, something which, in the present study, is called co-viewing, and its influence on the immediate response...
The investigation about advertising communication effectiveness is an academic and professional discipline that has basically been based on the study of variables that affect the message and the media used for its diffusion; however, the study of the consumer’s situation when they receive the message as an influential variable in efficacy has not been so frequently done. In an environment such as the one where the consumer is hyperconnected and can interact immediately with the brand, either to talk to them or about them, or buy the product or service, advertisers are increasingly using advertising that seek an immediate response. This is known as direct response advertising.In the studies about direct response advertising effectiveness in television, the most important media for advertising investment in Spain, the receiver’s situation has not been contemplated as to whether he is alone or in company the moment when they are receiving the message, something which, in the present study, is called co-viewing, and its influence on the immediate response...
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Tesis de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 21-12-2017. Restringido el acceso por expreso deseo del autor.