Analysis of the Effectiveness of Advertising Messages. Comparison by Media, Typology, and Schedule of Advertisements

Autor: Carlos Ronquillo-Bolaños, Reyner Pérez-Campdesuñer, Rodobaldo Martínez-Vivar, Alexander Sánchez-Rodríguez, Gelmar García-Vidal, Margarita De-Miguel-Guzmán
Jazyk: angličtina
Rok vydání: 2020
Předmět:
Zdroj: Market-Tržište
Volume 32
Issue 1
Tržište, Vol 32, Iss 1, Pp 27-46 (2020)
ISSN: 1849-1383
0353-4790
Popis: Purpose – This research aims to evaluate how the effectiveness of advertisements can vary according to three fundamental variables: the time schedule of message receipt, the media, and the type of advertising message used. Design/methodology/approach – An experiment with 375 university students related to administrative careers was devised, creating 25 work groups that were stimulated by multiple advertisements with different combinations of the described variables. Subsequently, various techniques were applied to evaluate the ads used. Findings and implications – The main results showed that advertisements with musical messages have a greater capacity to be retained in the minds of their recipients; similarly, advertising messages that are transmitted through the use of audiovisual media have a greater capacity to please or attract. Limitation – The main limitation is associated primarily with the characteristics of the sample, as it is a very specific audience, where the influence of other demographic variables, including age, sex, marital status, and living conditions, was not considered. Originality – The results obtained confirm the contributions of previous studies and reveal patterns of behavior related to the impact of the media and the type of advertisement that is used in its potential to stimulate memories in the subjects receiving the message and to please the target audience, fundamentally in the messages aimed at young audiences (university students). In addition, it provides information on how some attributes that distinguish the advertisement, according to the type of advertising messages used, should be considered as an additional criterion for managers to decide on the type of the advertising message, the fair amount to use, and the most beneficial transmission schedule of such advertisements.
Svrha – Cilj je istraživanja procijeniti kako se učinkovitost oglasa može razlikovati ovisno o trima ključnim varijablama, to jest o vremenskom rasporedu primanja poruke, mediju i vrsti korištene oglašivačke poruke. Metodološki pristup – Osmišljen je eksperiment u kojem je sudjelovalo 375 studenata poslovnog usmjerenja, a oformljeno je 25 radnih grupa koje su poticane višestrukim oglasima s različitim kombinacijama opisanih varijabli. Potom su primijenjene različite tehnike za procjenu korištenih oglasa. Rezultati i implikacije – Glavni rezultati pokazali su da oglasi s glazbenim porukama imaju veću sposobnost zadržavanja u svijesti primatelja poruke kao i da oglašivačke poruke koje se prenose korištenjem audiovizualnih medija imaju veći kapacitet za ugoditi ili privući. Ograničenja – Glavno ograničenje uglavnom je povezano s karakteristikama uzorka jer je riječ o vrlo specifičnoj populaciji u kojoj utjecaj drugih demografskih varijabli, poput dobi, spola, bračnog statusa, životnih uvjeta, između ostalog, nije razmatran. Doprinos – Dobiveni rezultati potvrđuju doprinose prethodnih istraživanja i otkrivaju obrasce ponašanja povezane s utjecajem medija i vrste korištenog oglasa u odnosu na potencijal poticanja sjećanja u primatelja poruke i ugađanje ciljnoj publici, u osnovi u porukama namijenjenim mladoj publici (studentima). Dodatno, pružaju informacije o tome kako neke atribute, po kojima se oglas razlikuje prema vrsti korištene oglašivačke poruke, treba razmatrati kao dodatni kriterij pri odlučivanju menadžera o vrsti oglašivačke poruke, primjerenoj količini korištenja kao i najpovoljnijem rasporedu prenošenja takvih oglasa.
Databáze: OpenAIRE
Externí odkaz: