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La efectividad de la publicidad oposicional

Author

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  • Pablo Farías

Abstract

El propósito de este estudio es analizar la viabilidad de la publicidad oposicional en Chile. Los datos fueron recolectados a través de experimentación controlada, a través del uso de un anuncio impreso para un nuevo automóvil en donde se manipularon los elementos visuales y verbales (oposicionales vs. no oposicionales). Los hallazgos sugieren que los anuncios oposicionales pueden ser menos eficaces en la recordación del anuncio, a pesar de ser percibidos menos complejos por los participantes. Mientras que una investigación experimental no es suficiente para establecer la no superioridad de la publicidad oposicional en Chile, los resultados apoyan la idea de que la publicidad oposicional podría no ser más eficaz que la publicidad no oposicional para muchas campanas de marketing en Chile.

Suggested Citation

  • Pablo Farías, 2015. "La efectividad de la publicidad oposicional," Estudios Gerenciales, Universidad Icesi, January.
    • Handle: RePEc:col:000129:012484
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1918
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    More about this item

    Keywords

    Publicidad oposicional; Complejidad; Recordación;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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