The need to study the consumer in advertising. Comparative study of young Argentinian consumers compared to other nationalities

Authors

  • Manuel Garrido Lora

Abstract

Advertising lives by and for the consumer. For this reason, a good part of the time and money devoted to the research and design of advertising campaigns has a lot to do with those people -the consumers whose composition depends, to a large extent, on the maintenance of the advertiser's account in the advertising agency. advertising.

Keywords

consumer, Argentina, young boys

References

CICMAS-Marketing & Research: Segmentación actitudinal de los jóvenes, Mc Cann Erickson Argentina.

CLARK, E. (1989): La publicidad y su poder, Barcelona, Planeta.

GARCIA, I. & IZQUIERDO, J.J. (1996): «La comunicación con los jóvenes adultos», en IPMARK, nº 463, pp. 38-40.

REY, J. (1994): El hombre fingido, Madrid, Fundamentos.

SCHIFFMAN, L. & LAZAR, L. (1991): Comportamiento del consumidor, México, Prentice Hall.

DOI

https://doi.org/10.5565/rev/qp.229

Published

1998-07-31

How to Cite

Garrido Lora, M. (1998). The need to study the consumer in advertising. Comparative study of young Argentinian consumers compared to other nationalities. Questiones Publicitarias, (7), 72–85. https://doi.org/10.5565/rev/qp.229

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Copyright (c) 1998 Manuel Garrido Lora

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This work is licensed under a Creative Commons Attribution 4.0 International License.