La efectividad de la publicidad oposicional

Authors

  • Pablo Farías Profesor Asistente, Departamento de Administración, Facultad de Economía y Negocios, Universidad de Chile, Santiago, Chile

DOI:

https://doi.org/10.1016/j.estger.2014.08.005

Keywords:

Publicidad oposicional, Complejidad, Recordación

Abstract

El propósito de este estudio es analizar la viabilidad de la publicidad oposicional en Chile. Los datos fueron recolectados a través de experimentación controlada, a través del uso de un anuncio impreso para un nuevo automóvil en donde se manipularon los elementos visuales y verbales (oposicionales vs. no oposicionales). Los hallazgos sugieren que los anuncios oposicionales pueden ser menos eficaces en la recordación del anuncio, a pesar de ser percibidos menos complejos por los participantes. Mientras que una investigación experimental no es suficiente para establecer la no superioridad de la publicidad oposicional en Chile, los resultados apoyan la idea de que la publicidad oposicional podría no ser más eficaz que la publicidad no oposicional para muchas campa˜nas de marketing en Chile.

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Published

2015-01-26

Issue

Section

Research articles

How to Cite

La efectividad de la publicidad oposicional. (2015). Estudios Gerenciales, 31(134), 3-7. https://doi.org/10.1016/j.estger.2014.08.005