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Control de la eficacia de la publicidad: los pretests publicitarios

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  • San Miguel Osaba, Eduardo

Abstract

Cuando la inversión publicitaria es importante, resulta necesario medir a priori la eficacia de la campaña mediante la técnica pretest que se estime más oportuna. El objetivo de las técnicas pretests es conocer a priori el comportamiento futuro de las personas que serán impactadas por la campaña. Gracias a los pretests publicitarios podemos corregir errores antes de emitir los anuncios a través de los medios de comunicación y tener una mayor seguridad de que la campaña publicitaria va a ser eficaz.

Suggested Citation

  • San Miguel Osaba, Eduardo, 1994. "Control de la eficacia de la publicidad: los pretests publicitarios," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:10566
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    Keywords

    publicidad; pretest publicitario;

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