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
Journal:
aDResearch: Revista Internacional de Investigación en Comunicación

ISSN: 1889-7304

Year of publication: 2011

Issue: 3

Pages: 64-85

Type: Article

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

More publications in: aDResearch: Revista Internacional de Investigación en Comunicación

Abstract

Making reliable models has been one of the greatest concerns of the planning process in marketing in general, and communication in particular. Although some of the techniques used until now can be applied to such an end, the truth is that their results have not always satisfied the expectations of the company’s management. In this investigation we propose the need and possibility of knowing the influence of advertising on sales, although it could also be applied to other marketing variables. In order to do so, we have used panel data with an international perspective, delving specifically into the cases of Spain and Germany. The analysis has been carried out by means of neuronal networks, whose characteristics make them ideal for solving these kinds of problems.

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