Resumo

ORTIZ-RENDON, Paola Andrea; GAVIRIA-MARTINEZ, Luisa Fernanda; SANGUINO-GARCIA, Vanesa  e  SANCHEZ-TORRES, Javier Alirio. Measuring methods and advertisement planning: Uses of IMC. Entramado [online]. 2020, vol.16, n.2, pp.56-69.  Epub 17-Jan-2021. ISSN 1900-3803.  https://doi.org/10.18041/1900-3803/entramado.2.6517.

Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based on the application of a cross-sectional survey to 150 marketing managers of medium and large-sized companies in Colombia. The results show if organisations measure the level of compliance with the goals established in terms of IMC, they will make better decisions and allocate marketing budgets consistent with their objectives, resources and capabilities. As the results of the present study indicate, organisations can experience weaknesses in implementing measurement methods that guarantee the proper calculation of organisational results concerning advertising investment.

Palavras-chave : Integrated Marketing Communications; advertising campaign planning; market results; hierarchy of effects; advertising effectiveness.

        · resumo em Português | Espanhol     · texto em Inglês     · Inglês ( pdf )