Identificador persistente para citar o vincular este elemento: http://hdl.handle.net/10553/55414
Campo DC Valoridioma
dc.contributor.authorReinares-Lara, Pedro-
dc.contributor.authorMartín-Santana, Josefa D.-
dc.contributor.authorReinares-Lara, Eva-
dc.date.accessioned2019-05-17T12:19:41Z-
dc.date.available2019-05-17T12:19:41Z-
dc.date.issued2019-
dc.identifier.issn1212-3609-
dc.identifier.otherWoS-
dc.identifier.urihttp://hdl.handle.net/10553/55414-
dc.description.abstractDespite evidence of the influence of the industry or product category to which a brand belongs on advertising effectiveness, very few studies have analyzed the advertiser’s industry as a variable infl uencing the advertising recall. This study aims to analyze the direct effect that the advertised brand’s industry has on unaided advertising recall, as well as the moderating role it plays in the relationship between this recall and the following media planning variables: (1) spot length, (2) the advertising pressure put behind the brand, (3) the position of the commercial break in relation to the program, (4) the advertising clutter of the break (5), indication of the break’s duration, (6) the spot’s relative position in the break, and (7) primacy and recency effects. This study uses an innovative methodology that make it possible to measure spot recall in an environment that had been absolutely adjusted to the real conditions of a television audience. To this end, two sources of information that are usually used independently were combined: (1) audience data provided by the firm Kantar Media; and (2) data from ad-hoc computer-assisted telephone interviews (CATIs) administered to a sample of 2,000 individuals. The results suggest that the advertiser’s industry should be treated as another media planning management variable that can be used to improve a television campaign’s advertising effectiveness. Specifically, advertisers can use it to optimize their management of conventional variables (spot length, spot position, the brand’s advertising pressure, etc.) to achieve maximum recall. Some industries may benefit more than others from qualitative management of the media planning variables. The main contribution of this study is to provide a better understanding of the state of the issue and to establish useful implications in the optimization of media planning for broadcasters, media planners, and advertisers.-
dc.languageeng-
dc.relation.ispartofE a M: Ekonomie a Management-
dc.sourceE & M Ekonomie A Management[ISSN 1212-3609],v. 22 (1), p. 189-205, (2019)-
dc.subject3325 Tecnología de las telecomunicaciones-
dc.subject53 Ciencias económicas-
dc.subject.otherTelevision advertising-
dc.subject.otherMedia planning variables-
dc.subject.otherAdvertiser’s industry-
dc.subject.otherAdvertising recall-
dc.titleOptimization of media planning variables for television based on the advertiser’s industry-
dc.typeinfo:eu-repo/semantics/article-
dc.typeArticle-
dc.identifier.doi10.15240/tul/001/2019-1-013-
dc.identifier.scopus85069194054-
dc.identifier.isi000461177700013-
dc.contributor.authorscopusid18635203500-
dc.contributor.authorscopusid20434158000-
dc.contributor.authorscopusid36165165800-
dc.identifier.eissn2336-5064-
dc.description.lastpage205-
dc.identifier.issue1-
dc.description.firstpage189-
dc.relation.volume22-
dc.investigacionIngeniería y Arquitectura-
dc.type2Artículo-
dc.contributor.daisngid5201861-
dc.contributor.daisngid2804646-
dc.contributor.daisngid2511060-
dc.description.notasJEL clasification: M30 - Marketing and Advertising: General-
dc.description.numberofpages17-
dc.utils.revisionNo-
dc.contributor.wosstandardWOS:Reinares-Lara, P-
dc.contributor.wosstandardWOS:Martin-Santana, JD-
dc.contributor.wosstandardWOS:Reinares-Lara, E-
dc.date.coverdate2019-
dc.identifier.ulpgces
dc.description.sjr0,322
dc.description.jcr1195,0
dc.description.sjrqQ2
dc.description.jcrqQ3
dc.description.ssciSSCI
item.fulltextSin texto completo-
item.grantfulltextnone-
crisitem.author.deptGIR IUCES: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.orcid0000-0002-7078-0271-
crisitem.author.parentorgIU de Cibernética, Empresa y Sociedad (IUCES)-
crisitem.author.fullNameMartín Santana, Josefa Delia-
Colección:Artículos
Vista resumida

Citas SCOPUSTM   

1
actualizado el 24-mar-2024

Citas de WEB OF SCIENCETM
Citations

1
actualizado el 25-feb-2024

Visitas

69
actualizado el 16-mar-2024

Google ScholarTM

Verifica

Altmetric


Comparte



Exporta metadatos



Los elementos en ULPGC accedaCRIS están protegidos por derechos de autor con todos los derechos reservados, a menos que se indique lo contrario.