Influencia de recursos de comunicación en la efectividad publicitaria de productos financieros
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2016-03-09
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Pontificia Universidad Católica del Perú
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La efectividad publicitaria es una variable que evalúa el recuerdo de un comercial, su impacto en el valor de marca e intención de compra. Este estudio busca identificar recursos de comunicación (tipo de apelación, credibilidad de la fuente y creatividad) que predigan la efectividad publicitaria de comerciales de productos financieros. Para ello 7 expertos calificaron 10 comerciales transmitidos en la televisión peruana entre los años 2011 al 2014 para determinar la presencia de recursos de comunicación. Se realizaron regresiones lineales múltiples para determinar su influencia en los tres indicadores de efectividad publicitaria (recuerdo, impacto en el valor de marca e intención de compra). Se encontró que la confianza en la fuente y síntesis creativa predicen el recuerdo de la pieza en un 24%. La credibilidad de la fuente, de manera directa, y la creatividad divergente, de manera inversa, predicen el 24% del valor de marca: popularidad. Y la apelación racional, de manera directa, y la síntesis creativa, de manera inversa, predicen el 40% de la intención de compra del producto. Los resultados sugieren la importancia de apelaciones racionales y mayor precaución en relación al rol de la creatividad en publicidades de productos financieros. Se discuten estos resultados considerando variables culturales
Advertising effectiveness is a variable that assess recall, advertising’s impact on brand equity and purchase intention. The purpose of this study is to identify communication resources such as emotional or rational appeals, source credibility and ad creativity that determine financial products’s advertising effectiveness. For this reason, 7 professionals (marketing managers and creative) determined the presence of communication resources in 10 financial products’s commercials which have were broadcast in national TV during 2011-2014. Multiple linear regressions showed the impact on 3 advertising effectiveness indicators. The findings indicate that a trustworthy source as well as a creative synthesis predicts 24% of recall. Also, source credibility and ad creativity divergence predicts 24% of popularity, as brand equity, but ad creativity shows a negative impact on this value. Finally, rational appeals and creative synthesis predicts 40% of intention of working with the bank but the latter do this in an opposite way. The results suggest the importance of rational appeals for financial products commercials. Also, precaution with the role of creativity in advertising is said. This study discusses these findings and others in consideration of cultural variables.
Advertising effectiveness is a variable that assess recall, advertising’s impact on brand equity and purchase intention. The purpose of this study is to identify communication resources such as emotional or rational appeals, source credibility and ad creativity that determine financial products’s advertising effectiveness. For this reason, 7 professionals (marketing managers and creative) determined the presence of communication resources in 10 financial products’s commercials which have were broadcast in national TV during 2011-2014. Multiple linear regressions showed the impact on 3 advertising effectiveness indicators. The findings indicate that a trustworthy source as well as a creative synthesis predicts 24% of recall. Also, source credibility and ad creativity divergence predicts 24% of popularity, as brand equity, but ad creativity shows a negative impact on this value. Finally, rational appeals and creative synthesis predicts 40% of intention of working with the bank but the latter do this in an opposite way. The results suggest the importance of rational appeals for financial products commercials. Also, precaution with the role of creativity in advertising is said. This study discusses these findings and others in consideration of cultural variables.
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Publicidad, Productos financieros, Creatividad (Psicología)
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