Eficacia de la publicidad en televisión
evidencia desde la investigación académica
Resumen
El presente artículo tiene por objetivo analizar si la televisión es un medio publicitario eficaz. Para ello se realizó una revisión bibliográfica de artículos académicos publicados entre el año 2006 y febrero de 2017. En esta revisión se demuestra que la eficacia publicitaria en la televisión es significativa sobre todo para tipos de anuncios no convencionales, que los estudios utilizan en general, metodologías cuantitativas para demostrar las relaciones causales entre los indicadores de eficacia publicitaria; y los indicadores más utilizados y de mayor interés para estudiar son los de carácter afectivo de acuerdo con los modelos de tipos de respuesta de la audiencia.
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