Eficacia de las campañas publicitarias: El caso de las campañas de turismo del Gobierno Vasco

Abstract

It is common to propose actions and communication campaigns in an imprecisely way, without analyzing the effectiveness of previous campaigns that have won and not knowing where to direct efforts for the future. How can you say if an advertising campaign is exhausted? This article presents a reflection on the advertising effectiveness through the analysis of the results obtained from test measurements pots of different advertising campaigns on tourism in the Basque Country at the state level from 2001 to 2008.