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Análisis De La Eficacia Publicitaria En Internet /

Author

Listed:
  • Blázquez Resino, J.J.

    () (Universidad de Castilla-La Mancha (España))

  • Molina Collado, A.

    () (Universidad de Castilla-La Mancha (España))

  • Esteban Talaya, A.

    () (Universidad de Castilla-La Mancha (España))

  • Martín-Consuegra Navarro, D.

    () (Universidad de Castilla-La Mancha (España))

Abstract

Internet ha surgido como un nuevo medio que se establece desde una doble perspectiva, como nuevo canal de distribución y como canal de comunicación. Desde este enfoque, permite que los consumidores tengan acceso ilimitado a cualquier información y tener un mayor control sobre la exposición a la publicidad, porque existe la posibilidad de seleccionar la cantidad de contenido comercial que los consumidores desean ver, cuándo la desean ver y si desean verla por completo. El planteamiento del proceso de la medición de la actitud y valoración de la publicidad en Internet por parte de los internautas se ha configurado como un elemento fundamental para que las empresas puedan desarrollar estrategias de comunicación más rentables y eficaces. En el presente trabajo se realiza un estudio sobre la influencia que tiene la tipología publicitaria utilizada en Internet sobre su valoración, así como el efecto del conocimiento previo de los distintos formatos publicitarios sobre la actitud del internauta. / As a mass communication medium, the Internet has lately developed from a double perspective: on the one hand as a distribution channel and on the other as a communication channel. From this second perspective, the Web allows consumers an unlimited access to information and a greater control of their contact with advertising, because they can choose what commercial content they wish to see, when they receptive to it and whether they want to receive it completely. In this sense, the measurement of attitude to Internet advertising and its assessment by Internet users has become an essential element for the development of more profitable and efficient business communication strategies. This paper analyses the influence of advertising types on advertising assessment, as well as the effect of Internet users' previous awareness of the different advertising formats on their attitude to Internet advertising.

Suggested Citation

  • Blázquez Resino, J.J. & Molina Collado, A. & Esteban Talaya, A. & Martín-Consuegra Navarro, D., 2008. "Análisis De La Eficacia Publicitaria En Internet /," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 14(1), pages 159-176.
  • Handle: RePEc:idi:jiedee:v:14:y:2008:i:1:p:159-176
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