Measurement model for the advertising influence on the client´s commercial conduct: an inductive mathematical proposal
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| Author: | |
|---|---|
| Format: | artículo |
| Status: | Versión publicada |
| Publication Date: | 2019 |
| Description: | 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. |
| Country: | Portal de Revistas UTN |
| Institution: | Universidad Técnica Nacional |
| Repositorio: | Portal de Revistas UTN |
| Language: | Español |
| OAI Identifier: | oai:ojs.revistas.utn.ac.cr:article/195 |
| Online Access: | https://revistas.utn.ac.cr/index.php/yulok/article/view/195 |
| Access Level: | acceso abierto |
| Keyword: | publicidad impacto comunicacional consumidor coeficiente advertising communicational impact consumer coefficient |