{"id":32054,"date":"1997-01-01T00:00:00","date_gmt":"1997-01-01T00:00:00","guid":{"rendered":"https:\/\/www.deberes.net\/tesis\/sin-categoria\/diseno-y-validacion-de-un-instrumento-de-medicion-de-la-eficacia-publicitaria-en-los-medios-de-comunicacion-impresos\/"},"modified":"1997-01-01T00:00:00","modified_gmt":"1997-01-01T00:00:00","slug":"diseno-y-validacion-de-un-instrumento-de-medicion-de-la-eficacia-publicitaria-en-los-medios-de-comunicacion-impresos","status":"publish","type":"post","link":"https:\/\/www.deberes.net\/tesis\/ciencias-economicas\/diseno-y-validacion-de-un-instrumento-de-medicion-de-la-eficacia-publicitaria-en-los-medios-de-comunicacion-impresos\/","title":{"rendered":"Dise\u00f1o y validacion de un instrumento de medicion de la eficacia publicitaria en los medios de comunicacion impresos."},"content":{"rendered":"<h2>Tesis doctoral de <strong> Josefa Delia Mart\u00edn Santana <\/strong><\/h2>\n<p>La presente investigacion se centra en el dise\u00f1o y validacion de un instrumento de medicion de la eficacia publicitaria en los medios de comunicacion impresos, estableciendose a tal efecto los siguientes objetivos generales:  * desarrollar un marco teorico integrador para medir la eficacia publicitaria de una campa\u00f1a o anuncio que sirva de base para futuras investigaciones.  * definir un proceso metodologico a seguir en el dise\u00f1o de cualquier instrumento de medicion de la eficacia publicitaria o copy-testing. Para contrastar empiricamente la validez de esta metodolog\u00eda hemos establecido los siguientes objetivos especificos:  1. Dise\u00f1ar y validar un copy-testing para medir la eficacia publicitaria de anuncios insertados en la prensa diaria.  2. Identificar las correlaciones existentes entre las diferentes medidas de eficacia publicitarias al objeto de demostrar que miden el mismo concepto de eficacia publicitaria.  3. Identifdicar las variables que influyen en la eficacia publicitaria y que deben incluirse en el copy-testing.  para alcanzar los objetivos propuestos hemos estructurado el presente trabajo en torno a tres capitulos, en los que abordamos, en primer lugar, el marco teorico que guia el proceso a seguir en la medicion de la eficacia publicitaria, desarrollado a partir de una exhaustiva revision doctrinal de las investigaciones existentes en torno a este topico; en segundo lugar, la metodolog\u00eda seguida en el trabajo empirico realizado en la presente investigacion; y, en tercer lugar, los resultados obtenidos.<\/p>\n<p>&nbsp;<\/p>\n<h3>Datos acad\u00e9micos de la tesis doctoral \u00ab<strong>Dise\u00f1o y validacion de un instrumento de medicion de la eficacia publicitaria en los medios de comunicacion impresos.<\/strong>\u00ab<\/h3>\n<ul>\n<li><strong>T\u00edtulo de la tesis:<\/strong>\u00a0 Dise\u00f1o y validacion de un instrumento de medicion de la eficacia publicitaria en los medios de comunicacion impresos. <\/li>\n<li><strong>Autor:<\/strong>\u00a0 Josefa Delia Mart\u00edn Santana <\/li>\n<li><strong>Universidad:<\/strong>\u00a0 Palmas de gran canaria<\/li>\n<li><strong>Fecha de lectura de la tesis:<\/strong>\u00a0 01\/01\/1997<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h3>Direcci\u00f3n y tribunal<\/h3>\n<ul>\n<li><strong>Director de la tesis<\/strong>\n<ul>\n<li>Asuncion Beerli Palacio<\/li>\n<\/ul>\n<\/li>\n<li><strong>Tribunal<\/strong>\n<ul>\n<li>Presidente del tribunal: Laurentino Bello Acebron <\/li>\n<li>Enrique Bigne Alca\u00f1iz (vocal)<\/li>\n<li>Jos\u00e9 Luis Munuera Aleman (vocal)<\/li>\n<li>Beatriz Gonzalez Lopez Valcarcel (vocal)<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tesis doctoral de Josefa Delia Mart\u00edn Santana La presente investigacion se centra en el dise\u00f1o y validacion de un instrumento [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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