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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

Author

Listed:
  • Juan Carlos Gázquez Abad
  • Francisco J. Martínez López
  • Juan Antonio Mondéjar Jiménez

Abstract

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.

Suggested Citation

  • Juan Carlos Gázquez Abad & Francisco J. Martínez López & Juan Antonio Mondéjar Jiménez, 2011. "Características de los folletos publicitarios como elemento de la estrategia publicitaria del minorista: aspectos que determinan la propensión del consumidor a utilizarlos," DOCFRADIS Working Papers 1103, Catedra Fundación Ramón Areces de Distribución Comercial.
    • Handle: RePEc:ovr:docfra:1103
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    File URL: http://www.catedrafundacionarecesdcuniovi.es/docs_trabajo/0000_k9kg6ide0k_DOCFRADIS_1103.pdf
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    More about this item

    Keywords

    Promoción de ventas; folletos publicitarios; comercio minorista.;
    All these keywords.

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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