Non-conventional advertising formats in television versus spots: An analysis based on the generated recall
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14/06/2016
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| Resumo |
Advertising investment and audience figures indicate that television continues to lead as a mass advertising medium. However, its effectiveness is questioned due to problems such as zapping, saturation and audience fragmentation. This has favoured the development of non-conventional advertising formats. This study provides empirical evidence for the theoretical development. This investigation analyzes the recall generated by four non-conventional advertising formats in a real environment: short programme (branded content), television sponsorship, internal and external telepromotion versus the more conventional spot. The methodology employed has integrated secondary data with primary data from computer assisted telephone interviewing (CATI) were performed ad-hoc on a sample of 2000 individuals, aged 16 to 65, representative of the total television audience. Our findings show that non-conventional advertising formats are more effective at a cognitive level, as they generate higher levels of both unaided and aided recall, in all analyzed formats when compared to the spot. Las cifras de inversión publicitaria y audiencia indican el continuo liderazgo de la televisión como medio masivo. Sin embargo problemas como el zapping, la saturación publicitaria o la fragmentación de audiencias cuestionan su eficacia como medio de comunicación comercial. Este contexto ha propiciado el desarrollo de formatos de publicidad no convencional en televisión. Con el objetivo de proporcionar las necesarias evidencias empíricas se analiza, en un entorno real de audiencia, el recuerdo que generan cuatro formatos de publicidad no convencional: microprogramas, patrocinio televisivo, telepromoción interna y telepromoción externa, frente a la publicidad más convencional, el spot. La metodología empleada ha integrado de forma conjunta datos secundarios de audimetría y datos primarios procedentes de una encuesta ad-hoc telefónica aplicada a una muestra de 2.000 individuos de 16 a 65 años, representativos del total de la audiencia de televisión. Los resultados muestran la eficacia a nivel cognitivo de las formas no convencionales de publicidad ya que proporcionan mayores niveles de recuerdo espontáneo y asistido. |
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application/pdf |
| Identificador |
http://revistas.ucm.es/index.php/HICS/article/view/52695 10.5209/rev_HICS.2016.v21.n1.52695 |
| Publicador |
Ediciones Complutense |
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| Fonte |
Historia y Comunicación Social; Vol 21, No 1 (2016); 257-278 |
| Palavras-Chave | #Non-conventional television advertising; new forms of television advertising; spots; television advertising; advertising effectiveness; advertising recall #Publicidad no convencional; nuevas formas de publicidad en televisión; spots, publicidad en televisión; eficacia publicitaria; recuerdo publicitario |
| Tipo |
info:eu-repo/semantics/article Artículo revisado por pares info:eu-repo/semantics/publishedVersion |
