Measuring methods and advertisement planning: Uses of IMC: Measuring methods and advertisement planning: Uses of IMC

Título traducido de la contribución: Métodos de medición y planeación publicitaria: usos de las comunicaciones integradas de marketing (CIM)

Resultado de la investigación: Contribución a una revistaArtículo

Resumen

Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based on the application of a cross-sectional survey to 150 marketing managers of medium and large-sized companies in Colombia. The results show if organisations measure the level of compliance with the goals established in terms of IMC, they will make better decisions and allocate marketing budgets consistent with their objectives, resources and capabilities. As the results of the present study indicate, organisations can experience weaknesses in implementing measurement methods that guarantee the proper calculation of organisational results concerning advertising investment.

(PDF) Measuring methods and advertisement planning: Uses of IMC *. Available from: https://www.researchgate.net/publication/342956348_Measuring_methods_and_advertisement_planning_Uses_of_IMC [accessed Jul 24 2020].
Título traducido de la contribuciónMétodos de medición y planeación publicitaria: usos de las comunicaciones integradas de marketing (CIM)
Idioma originalInglés estadounidense
PublicaciónEntramado
EstadoPublicada - 1 jun 2020

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