NDLI: Publicidad Exterior: Un Estudio Exploratorio De La Recordación De Marca Y La Motivación De Compra

Content Provider	Semantic Scholar
Author	Moraga, Eduardo Torres Concha, Juan Pablo Muñoz
Copyright Year	2006
Abstract	This study is focused in the analysis of outdoor advertising effectiveness, through the measurement of recall and purchase motivation of consumers exposed to this type of media. The exploratory research based in personal interviews conducted in different places and subway stations (Metro) of the city of Santiago de Chile, allowed the identification of factors influencing brand recall in outdoor advertising, such as design, colors, localization and geographic coverage. The study also allowed to state the hypothesis that an important percentage of consumers are motivated to purchase by outdoor advertising, with no significant differences by demographic characteristics, such as age and sex. Finally, the article presents a summary of the study's main results and future research lines are
File Format	PDF HTM / HTML
Alternate Webpage(s)	http://repositorio.uchile.cl/bitstream/handle/2250/127669/Publicidad%20Exterior%20Final.pdf?isAllowed=y&sequence=3
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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