Determinantes de la eficacia publicitaria actual: el Modelo AMBER (Atención-Motivación-Brand Engagement-Respuesta)
Resumen
El nuevo entorno mediático conformado en los últimos años, la fragmentación de las audiencias, la saturación publicitaria o los cambios experimentados en el comportamiento del consumidor son sólo algunos de los factores que están planteando nuevos desafíos a los modelos tradicionales de comunicación publicitaria, demandando nuevos modelos que muestren un mejor rendimiento. El presente trabajo tiene como objetivo principal la propuesta de un nuevo modelo de eficacia publicitaria basado en la Atención, Motivación, Brand Engagement y Respuesta (AMBER), y el análisis de sus principales factores. Las implicaciones para la teoría publicitaria y la praxis comercial también son analizadas.
Palabras clave
publicidad, modelos de eficacia publicitaria, jerarquía de los efectos, modelo AMBERCitas
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