IRIS PubliCatt
PubliCatt è il repository istituzionale ad accesso aperto dell'Università Cattolica del Sacro Cuore, dove gli utenti autorizzati afferenti all'Ateneo provvedono direttamente e autonomamente a depositare e a rendere visibili le proprie pubblicazioni, inserendo i dati descrittivi del documento stesso ("metadati", quali il titolo, autore, abstract, etc.) e, laddove possibile, il testo della pubblicazione stessa (full-text).
PubliCatt utilizza la piattaforma IRIS (Institutional Research Information System) sviluppata da CINECA.
EnglishThis article targets the application of quantitative research in assessing the efficacy of advertising communication. While acknowledging the contribution of qualitative studies, it proposes a quantitative approach to refining empirical evidence particularly in dynamic contexts. This should hone qualitative research by combining and contextualizing other results and providing further opportunities for complementary critical research analysis. The thrust of this article is to highlight the impact and effectiveness of recent research such as statistic and econometric models for product response and brand attraction as well as the limits and potentials of the involved methodology. In each case, an overview is given of the fresh opportunities offered as well as a technical outline of the methodology involved.
| Autori: | |
| Titolo: | Modelli e tecniche per l'analisi quantitativa dell'efficacia pubblicitaria |
| Data di pubblicazione: | 2012 |
| Abstract: | This article targets the application of quantitative research in assessing the efficacy of advertising communication. While acknowledging the contribution of qualitative studies, it proposes a quantitative approach to refining empirical evidence particularly in dynamic contexts. This should hone qualitative research by combining and contextualizing other results and providing further opportunities for complementary critical research analysis. The thrust of this article is to highlight the impact and effectiveness of recent research such as statistic and econometric models for product response and brand attraction as well as the limits and potentials of the involved methodology. In each case, an overview is given of the fresh opportunities offered as well as a technical outline of the methodology involved. |
| Lingua: | Italiano |
| Editore: | Dipartimento di Discipline matematiche, Finanza matematica ed Econometria |
| Titolo del libro: | Contributi di ricerca in Econometria e Matematica |
| Citazione: | Zoia, M., Dowling, J., Modelli e tecniche per l'analisi quantitativa dell'efficacia pubblicitaria, <<Contributi di ricerca in Econometria e Matematica>>, 2012; (124): 1-30 [http://hdl.handle.net/10807/7136] |
| Appare nelle tipologie: | Quaderno, Working paper, Paper (di dipartimento / istituto / progetti) |
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