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Características de los folletos publicitarios como elemento de la estrategia publicitaria del minorista: aspectos que determinan la propensión del consumidor a utilizarlos

Listed author(s):
  • Juan Carlos Gázquez Abad
  • Francisco J. Martínez López
  • Juan Antonio Mondéjar Jiménez
Registered author(s):

    Los folletos publicitarios son uno de los elementos más utilizados para anunciar las promociones desarrolladas por el minorista. De hecho, tras los descuentos en precio son la herramienta promocional a la que mayor proporción del presupuesto destinan los grandes grupos de distribución. Este trabajo trata de realizar un análisis teórico de los folletos publicitarios como elemento de la estrategia publicitaria del minorista, analizando el concepto, características y los aspectos que determinan su eficacia. Igualmente, se analizan las características del individuo que determinan su mayor o menor propensión al uso de estos folletos publicitarios. Este análisis teórico se completa con un análisis empírico que permite extraer importantes conclusiones desde el punto de vista de la gestión de esta herramienta por parte de los grupos de distribución minorista.

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    Paper provided by Catedra Fundación Ramón Areces de Distribución Comercial in its series DOCFRADIS Working Papers with number 1103.

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    Length: 32
    Date of creation: May 2011
    Publication status: published
    Handle: RePEc:ovr:docfra:1103
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