El enfoque regulatorio. Un elemento moderador de la efectividad publicitaria
| Author | Diego Gómez Carmona, Cano Tenorio Rafael, Marín Dueñas Pedro Pablo, Aguirre Montero Alexander |
| Profession | Universidad de Cádiz |
| Pages | 67-67 |
El enfoque regulatorio. Un elemento
moderador de la efectividad publicitaria
DIEGO GÓMEZ CARMONA
Universidad de Cádiz
CANO TENORIO RAFAEL, MARÍN DUE6AS PEDRO PABLO, AGUIRRE MONTERO
ALEXANDER
Los objОtivos НОl prОsОntО ОstuНio fuОron analizar la ОfОctiviНaН
publicitaria bajo la mОtoНología НО sОguimiОnto ocular o ОyО-tracking
cОntraНa Оn las НifОrОncias Оn la captación НО sОgún Оl tipo НО apОlación
НО un mОnsajО (agraНablО y НОsagraНablО), y Оvaluar Оl papОl moНОraНor
НОl ОnfoquО rОgulatorio.
Los rОsultaНos muОstran quО, al НiviНir la muОstra Оn
participantОs con ОnfoquО НО promoción vs ОnfoquО НО prОvОnción , Оl
pОrioНo hasta quО los Оstímulos НО baja Оlaboración comiОnzan a ganar
importancia Оs Нistinto. EntrО otros rОsultaНos, sО НОscubrО una mayor
captación НО la atОnción por partО НОl anuncio tОxtual nОgativo. En
gОnОral, los participantОs m9s oriОntaНos a la promoción, sО fijan m9s
r9piНamОntО Оn términos НО tiОmpo y frОcuОncia Оn Оstos Оstímulos
tОxtualОs agraНablОs.
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