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Analysis of advertising media in automotive dealerships in Guasave, Sinaloa, México

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  • Dra. Lizbeth Beltrán Lugo

Abstract

This article is oriented on conducting a study of advertising media used in automotive dealerships in Guasave, Sinaloa, Mexico, to analyse the advertising media they use, the method used was mixed, with a descriptive approach, and data collection was carried out from November to December 2022. The results showed that automotive dealers increased the implementation of advertising resources through the Internet, adapting to the changes of consumers. However, they expressed that it is advisable to make a combination of both traditional and digital, to improve the massification of advertising information. The analysis obtained relevant information on the advantages and disadvantages of each advertising medium used, which supports companies in making decisions concerning media planning.

Suggested Citation

  • Dra. Lizbeth Beltrán Lugo, 2023. "Analysis of advertising media in automotive dealerships in Guasave, Sinaloa, México," Technium, Technium Science, vol. 10(1), pages 51-62.
    • Handle: RePEc:tec:techni:v:10:y:2023:i:1:p:51-62
    DOI: 10.47577/technium.v10i.8951
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    References listed on IDEAS

    as
    1. Llopis-Albert, Carlos & Rubio, Francisco & Valero, Francisco, 2021. "Impact of digital transformation on the automotive industry," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Sharma, Anshuman & Dwivedi, Rohita & Mariani, Marcello M. & Islam, Tahir, 2022. "Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model," Technological Forecasting and Social Change, Elsevier, vol. 180(C).
    3. Giacosa, Elisa & Culasso, Francesca & Crocco, Edoardo, 2022. "Customer agility in the modern automotive sector: how lead management shapes agile digital companies," Technological Forecasting and Social Change, Elsevier, vol. 175(C).
    Full references (including those not matched with items on IDEAS)

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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