Formatos de publicidad no convencional en televisión versus spotsun análisis basado en el recuerdo

  1. Reinares-Lara, Eva 1
  2. Reinares-Lara, Pedro 1
  3. Olarte-Pascual, Cristina 2
  1. 1 Universidad Rey Juan Carlos
    info

    Universidad Rey Juan Carlos

    Madrid, España

    ROR https://ror.org/01v5cv687

  2. 2 Universidad de La Rioja
    info

    Universidad de La Rioja

    Logroño, España

    ROR https://ror.org/0553yr311

Revista:
Historia y comunicación social

ISSN: 1137-0734

Año de publicación: 2016

Volumen: 21

Número: 1

Páginas: 257-278

Tipo: Artículo

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DOI: 10.5209/REV-HICS.2016.V21.N1.52695 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Historia y comunicación social

Objetivos de desarrollo sostenible

Resumen

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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