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Alejandro Cantero
La eficacia de la publicidad.
Hay tres conceptos de eficacia que son:
- La eficacia de la planificación de los medios, por la que tenemos que conocer la adecuación de los medios y soportes publicitarios a la población-objetivo y los hábitos de comportamiento de esta respecto a los soportes.
- La eficacia de la creatividad, del mensaje, que depende de la adecuación del mensaje a los intereses del destinatario, la utilización del código adecuado que permita la fácil asimilación, interpretación y recuerdo del mensaje, así como la repetición de los contactos.
La eficacia global de la campaña que se construye a través de una adecuada determinación de la población objetivo, sus relaciones con el producto en términos de potencial de compra y sus características definitorias como son sus motivaciones, actitudes. Una eficiente selección de los medios y soportes a utilizar y un número suficientes de exposiciones de la población objetivo.
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Alejandro Cantero
Manangement Solutions
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