Estimación de los efectos de la publicidad en las ventasun análisis empírico entre Alemania y España

  1. Sánchez Herrera, Joaquín
  2. Pintado Blanco, Teresa
  3. Avello Iturriagagoitia, Maria
  4. Abril Barrie, Carmen
Revista:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Año de publicación: 2011

Número: 3

Páginas: 64-85

Tipo: Artículo

DOI: 10.7263/ADRESIC-003-03 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: aDResearch: Revista Internacional de Investigación en Comunicación

Resumen

La realización de modelos fiables ha sido una de las mayores preocupaciones del proceso de planificación de marketing en general, y de la comunicación, en particular. Aunque algunas de las técnicas utilizadas hasta el momento podían aplicarse para tal fin, lo cierto es que sus resultados no siempre han satisfecho las expectativas de los responsables en las empresas. En esta investigación se plantea la necesidad y la posibilidad de conocer la influencia de la publicidad en las ventas, aunque también podría aplicarse a otras variables del marketing. Para ello, se han utilizado datos de panel con una perspectiva internacional, profundizando en los casos de España y Alemania. El análisis se ha llevado a cabo por medio de redes neuronales, cuyas características las hacen idóneas para la resolución de este tipo de problemas.

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Fuente de los datos: Dialnet