Measurement model for the advertising influence on the client´s commercial conduct: an inductive mathematical proposal
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| Định dạng: | artículo original |
| Trạng thái: | Versión publicada |
| Ngày xuất bản: | 2019 |
| Miêu tả: | The paper presents the proposal for the generation of a mathematical indicator linked to the measurement and managementof the customer´s commercial conduct, presenting this model from an evaluative and practical perspective.The proposed model presents the measurement of the impact of the advertising message, followed by the contactfactor between customers, as well as the advertising motivational coefficient generated on the basis of real sales.Once these three indicator´s conformant elements are explained, they are merge into a single equation called theBehavioral Advertising Indicator, which allows the correct evaluation of the advertising campaigns as well as thebusiness decision making process. |
| Quốc gia: | Portal de Revistas UTN |
| Tổ chức giáo dục: | Universidad Técnica Nacional |
| Repositorio: | Portal de Revistas UTN |
| Ngôn ngữ: | Español |
| OAI Identifier: | oai:revistas.utn.ac.cr:article/195 |
| Truy cập trực tuyến: | https://revistas.utn.ac.cr/index.php/yulok/article/view/195 |
| Từ khóa: | publicidad impacto comunicacional consumidor coeficiente advertising communicational impact consumer coefficient |