EFECTOS DE LA COMUNICACIÓN INTEGRADA DE MARKETING A TRAVÉS DE LA CONSISTENCIA ESTRATÉGICA: UNA PROPUESTA TEÓRICA Y METODOLÓGICA (publicado em espanhol)
DOI:
https://doi.org/10.1016/S0123-5923(09)70070-1Palavras-chave:
MARKET ESTRATEGICO, CONSUMIDORES, COMUNICACION EN MERCADEOResumo
(resumo en espanhol)
Mucho se ha hablado hasta ahora acerca de la gestión integrada de las herramientas que conforman el mix de comunicación (Comunicación Integrada de Marketing). Sin embargo, la mayoría de los estudios desarrollados al respecto se han dedicado a analizar los efectos económico-financieros que esta forma de gestión puede tener para las empresas, de manera que muy poco se ha constatado acerca de la eficacia que posee una campaña integrada de comunicación desde el punto de vista del consumidor. Partiendo de la consistencia estratégica como vía de integración, en el presente trabajo se plantean los efectos que puede ejercer una campaña integrada es sobre el procesamiento de la información y sobre las evaluaciones que el consumidor hace de la campaña.
Downloads
Referências
Aaker, J.L. y Lee, A.Y. (2001). I Seek Pleasures and We Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion. Journal of Consumer Research, 28(1), 33-49.
Anderson, N.H. (1981). Foundations of Information Integration Theory. San Diego, CA: Academic Press.
Appleton-Knapp, S.L., Bjork, R.A. y Wickens, T.D. (2005). Examining the Spacing Effect in Advertising: Encoding Variability, Retrieval Processes, and Their Interaction. Journal of Consumer Research, 32(2), 266- 276.
Areiza, C.A. (2001). Cómo hacer promociones vendedoras siendo una pequeña o mediana empresa. Estudios Gerenciales, 78, 55-58.
Beattie, A.E. y Mitchell, A.A. (1985). The Relationship between Advertising Recall and Persuasion: An Experimental Investigation. En L.F. Alwitt y A.A. Mitchell (Eds.), Psychological Processes and Advertising E ffects (pp. 129-155). Hillsdale, NJ: Lawrence Erlbaum.
Becker-Olsen, K.L. (2003). And Now, a Word of our Sponsor. A Look at the Effects of Sponsored Content and Banner Advertising. Journal of Advertising, 32(2), 17-32.
Biehal, G. y Chakravarti, D. (1982). Information Presentation Format and Task Goals as Determinants of Consumers´ Memory-Retrieval and Choice Processes. Journal of Consumer Research, 10(1), 431-442.
Bigné, J.E. (2007). Patrocinio y relaciones públicas. En I. Rodríguez, (Coord.), Estrategias y técnicas de comunicación. Una visión integrada en el marketing (pp. 227-271). Barcelona, España: Editorial UOC.
Brock, T.C., Albert, S.M. y Becker, L.A. (1970). Familiarity, Utility, and Supportiveness as Determinants of Information Receptivity. Journal of Personality and Social Psychology, 14, 292-301.
Calderón, M.E. y Ayup, J. (2008). La gestión de marca con orientación al mercado. Una perspectiva desde los franquiciados. Estudios Gerenciales, 24(108), 61-77.
Campbell, M.C. y Keller, K.L. (2003). Brand Familiarity and Advertising Repetition Effects. Journal of Consumer Research, 30(2), 292-304.
Caruana, A., Krentler, K. y Belch, M. (2006). IMC: Time to Move Forward. 35th EMAC Conference, 23-26 May, Athens (Greece), Athens University of Economics & Business.
Chang, Y. y Thorson, E. (2004). Television and Web Advertising Synergies. Journal of Advertising, 33(2), 75-84.
Chattopadhyay, A. y Nedungadi, P. (1992). Does Attitude Toward the Ad Endure? The Moderating Effects of Attention and Delay. Journal of Consumer Research, 19(1), 26-31.
Cialdini, R.B., Trost, M.R. y Newsom, J.T. (1995). Preference for Consistency: The Development of a Valid Measure and the Discovery of Surprising Behavioral Implications. Journal of Personality and Social Psyc hology, 69(2), 318-328.
Cornelissen, J.P., Christensen, L.T. y Vijn, P. (2006). Understanding the Development and Diffusion of Integrated Marketing Communications (NRG Working Paper Series No. 06-02). Nyenrode Business Unniversiteit, Nyenrode Research Group. Disponible en: http://www.nyenrode.nl/facultyandresearch/nri/Documents/Working%20papers/06-02.pdf
Crimmins, J. y Horn, M. (1996). Sponsorship: From Management Ego Trip to Marketing Success. Journal of Advertising Research, 36(4), 11-21.
Crowder, R.G. (1976). Principles of Learning and Memory. Hillsdale, NJ: Lawrence Erlbaum Associates.
Dewhirst, T. y Davis, B. (2005). Brand Strategy and Integrated Marketing Communication (IMC). A Case Study of Players Cigarette Brand Marketing. Journal of Advertising, 34(4), 81-92.
Duncan, T. y Caywood, C. (1996). The Concept, Process, and Evolution of Integrated Marketing Communications. En E. Thorson y J. Moore (Eds.), Integrated Communication: Synergy of Persuasive Voices (pp. xiv). M ahwah, NJ: Lawrence Earlbaum.
Duncan, T. y Everett, S. (1993). Client Perceptions of Integrated Marketing Communications. Journal of Advertising Research, 33(3), 30-39.
Duncan, T. y Moriarty, S.E. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Advertising Research, 62(2), 1-13.
Eagle, L. y Kitchen, P.J. (2000). IMC, Brand Communications, and Corporate Cultures. Client/Advertising Agency Co-ordination and Cohesion. European Journal of Marketing, 34(5/6), 667-686.
Eagle, L., Kitchen, P.J. y Bulmer, S. (2007). Insights into Interpreting Integrated Marketing Communications. European Journal of Marketing, 41(7/8), 956-970.
Eagle, L., Kitchen, P., Hyde, K., Fourie, W. y Padisetti, M. (1999). Perceptions of Integrated Marketing Communications among Marketers and Ad Agency Executives in New Zealand. International Journal of Adverti sing, 18(1), 89-119.
Edell, J. y Keller, K.L. (1989). The Information Processing of Coordinated Media Campaigns. Journal of Marketing Research, 26(2), 149-163.
Heckler, S.E. y Childers, T.L. (1992). The Role of Expectancy and Relevancy in Memory for Verbal and Visual Information: What is Incongruency? Journal of Consumer Research, 18(4), 475-492.
Hwan, D. y Wook, C. (2007). Conceptualization and Measurement of Multidimensionality of Integrated Marketing Communications. Journal of Advertising Research, 47(3), 22-240.
Johar, G.V., Maheswaran, D. y Peracchio, L.A. (2006). MAPing the Frontiers: Theoretical Advances in Consumer Research on Memory, Affect, and Persuasion. Journal of Consumer Research, 33(1), 139-149.
Keller, K.L. (1987). Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations. Journal of Consumer Research, 14(3), 316-333.
Keller, K.L. (1993, enero). Conceptualizing, Measuring and Managing Customer-Based Brand Equity. Journal of Marketing, 57, 1-22.
Keller, K.L. (2001). Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communications Programs. Journal of Marketing Management, 17(September), 819-847.
Keller, K.L. (2003). Strategic Brand Management: Building, Measuring and Managing Brand Equity. Upper Saddle River, NJ: Prentice Hall.
Kitchen, P.J., Brignell, J., Li, T. y Spickett, G. (2004). The Emergence of IMC: A Theoretical Perspective. Journal of Advertising Research, 44(1), 19-30.
Kitchen, P.J. y Schultz, D.E. (1999). A Multi-Country Comparison of the Drive for IMC. Journal of Advertising Research, 39(1), 21-38.
Kliatchko, J. (2008). Revisiting the IMC Construct: A Revised Definition and Four Pillars. International Journal of Advertising, 27(1), 133-140.
Kotler, P. y Keller, K.L. (2006). Marketing Management. Upper Saddle River, N.J: Pearson Education- Prentice Hall.
Loda, M.D. y Carrick, B. (2005). Sequence Matters: A More Effective Way to Use Advertising and Publicity. Journal of Advertising Research, 45(4), 362-372.
MacInnis, D.J. y Jaworski, B. (1989). Information Processing from Advertisements: Toward and Integrative Framework. Journal of Marketing, 53(4), 32-53.
MacKenzie, S.B., Lutz, R.J. y Belch, G.E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
Madhavaram, S., Badrinarayanan, V. y McDonald, K.E. (2005). Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy. Journal of Advertising, 34(4), 69-80.
McArthur, D.N. y Griffin, T. (1997). A Marketing Management View of Integrated Marketing Communications. Journal of Advertising Research, 37(5), 19-26.
McCullough, J.L. y Ostrom, T.M. (1974). Repetition of Highly Similar Messages and Attitude Change. Journal of Applied Psychology, 59(3), 395-397.
Melton, A. (1970). The Situation with Respect of the Spacing of Repetitions and Memory. Journal of Verbal Learning and Verbal Behavior, 9, 596-606.
Meyers-Levy, J. y Malaviya, P. (1999). Consumers Processing of Persuasive Advertisements: an Integrative Framework of Persuasion Theories. Journal of Marketing, 63(Special Issue), 45-60.
Naik, P. y Raman, K. (2003). Understanding the Impact of Synergy in Multimedia Communications. Journal of Marketing Research, 40(4), 375-388.
Naik, P., Raman, K. y Winer, R. (2005). Planning Marketing-Mix Strategies in the Presence of Interaction Effects. Marketing Science, 24(1), 25-34.
OGuinn, T., Chris, T. y Semenik, R.J. (2004). Publicidad y comunicación integral de marca. Mexico: International Thomson.
Petty, R. y Cacioppo, J.T. (1986). Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York, NY: Springer-Verlag.
Petty, R., Cacioppo, J.T. y Schumann, D. (1983). Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement. Journal of Consumer Research, 10(2), 135-145.
Putrevu, S. y Lord, K.R. (2003). Processing Internet Communications: A Motivation, Opportunity, and Ability Framework. Journal of Current Issues and Research in Advertising, 25(1), 45-59.
Rodríguez, I. (2007). La comunicación de marketing integrada. En I. Rodríguez (Coord.), Estrategias y técnicas de comunicación. Una visión integrada en el marketing (pp. 19-81). Barcelona, España: Editorial UO C.
Rodríguez, I.A., Suárez, A. y García, M.M. (2007). La publicidad. En I. Rodríguez (Coord.), Estrategias y técnicas de comunicación. Una visión integrada en el marketing (pp. 126-172). Barcelona, España: Editor ial UOC.
Ruiz, S. y Sicilia, M. (2002). El consumidor ante las nuevas formas de comunicación comercial. Cuadernos Aragoneses de Economía, 12(1), 97-110.
Schultz, D.E. y Kitchen, P.J. (1997). Integrated Marketing Communications in U.S. Advertising Agencies: An Exploratory Study. Journal of Advertising Research, 37(5), 7-17.
Schultz, D.E. y Schultz, H. (1998). Transitioning Marketing Communication into the Twenty-First Century. Journal of Marketing Communications, 4(1), 9-26.
Seung, J.H. (2003). Compounding Consumer Interest. Effects of Advertising Campaign Publicity on the Ability to Recall Subsequent Advertisements. Journal of Advertising, 32(4), 29-41.
Shapiro, B.P. (1985). Rejuvenating the Marketing Mix. Harvard Business Review, 45(3), 28-34.
Singh, S.N. y Rothschild, M.L. (1983). Recognition as a Measure of Learning from Television Commercials. Journal of Marketing Research, 20, 235-247.
Singh, S.N., Mishra, S., Bendapudi, N. y Linville, D. (1994). Enhancing Memory of Television Commercials through Message Spacing. Journal of Marketing Research, 31(3), 384-392.
Smith, T.M., Gopalakrishna, S. y Chaterjee, R. (2006). A Three Response Model of Integrated Marketing Communications with Dynamic Effects: Investigations at the Marketing-Sales Interface. Journal of Marketing Research, November, 564-579.
Sneath, J., Finney, R. y Close, A.G. (2005). An IMC Approach to Event Marketing: the Effects of Sponsorship and Experience on Customer Attitudes. Journal of Advertising Research, 45(4), 373-381.
Srull, T.K. (1981). Person Memory: Some Tests of Associative Storage and Retrieval Models. Journal of Experimental Psychology: Human Learning and Memory, 7, 440-463.
Stammerjohan, C., Wood, C.M., Chang, Y. y Thorson, E. (2005). An Empirical Investigation of the Interaction between Publicity, and Previous Brand Attitudes and Knowledge. Journal of Advertising, 34(4), 55-67.
Torres, E. y Muñoz, C. (2006). Estrategias de posicionamiento basadas en la cultura del consumidor: un análisis de la publicidad en televisión. Estudios Gerenciales, 22(100), 71-81.
Unnava, H.R. y Burnkrant, R.E. (1991). Effects of Repeating Varied Ad Executions on Brand Name Memory. Journal of Marketing Research, 28(4), 406-416.
Van-Raaij, F.W. (1977). Consumer Information Processing for Different Information Structures and Formats. Advances in Consumer Research, 4, 176-184.
Wood, S.L. y Lynch, J.G. (2002). Prior Knowledge and Complacency in New Product Learning. Journal of Consumer Research, 29(3), 416-426.
Downloads
Publicado
Edição
Seção
Licença
Os autores dos artigos serão responsáveis dos mesmos e, assim, não comprometam os princípios ou políticas da Universidade Icesi nem do Conselho Editorial da revista Estudios Gerenciales. Os autores autorizam e aceitam a transferência de todos os direitos para a revista Estudios Gerenciales para a publicão impressa ou eletrônica. Após a publicação do artigo, pode ser reproduzido sem a permissão do autor ou da revista, se mencionar o(s) autor(es), o ano, o título, o volume e o número e o intervalo de páginas da publicação, e Estudios Gerenciales como fonte (se abster de utilizar Revista Estudios Gerenciales).
Como Citar
