Géneros televisivos preferidos y actitudes hacia la publicidad

• Autores: Cristina Etayo Pérez
• Localización: Questiones publicitarias: revista internacional de comunicación y publicidad, ISSN-e 1988-8732, ISSN 1133-6870, Nº. 19, 2014, págs. 64-81
• Idioma: español
• DOI: 10.5565/rev/qp.26
• Enlaces
  • Texto completo  1    2  
• Dialnet Métricas: 2 Citas
• Resumen
  • español

    Las actitudes hacia la publicidad constituyen una variable fundamental en el proceso de logro de la eficacia publicitaria. Con el fin de mejorar el conocimiento sobre ellas, en este trabajo se analizan las relaciones existentes entre las preferencias por los distintos géneros televisivos y la actitud hacia la publicidad de los consumidores. Se utilizan datos de una encuesta realizada en España y se pone de manifiesto que la preferencia por los géneros de entretenimiento está relacionada con una actitud más positiva hacia la publicidad en televisión.

  • English

    Attitudes to advertising are a key variable in the effectiveness of the advertising process. The purpose of this paper is to explore the interrelationships between different television genres and consumer attitudes towards advertising. The research draws on data from a survey carried out in Spain, and discloses that viewer preferences for entertainment programs correlate with a more positive attitude towards advertising on television.

• Referencias bibliográficas
  • ALTMAN, R. (2000): Los géneros cinematográficos. Paidós, Barcelona.
  • ALWITT, L., PRABHAKER, P. (1994): “Identifying Who Dislikes Television Advertising: Not by Demographics Alone”, en Journal of Advertising...
  • ANDREWS, J., DURVASULA, S., NETEMEYER, R. (1994): “Testing the Cross-National Applicability of U.S. and Russian Advertising Belief and Attitudes...
  • AUMONT, J. MARIE, M. (2006): Diccionario teórico y crítico del cine. La marca. Buenos Aires, Argentina.
  • BAGOZZI, R P. (1984): Advanced Methods of Marketing Research, Blackwell, Oxford, Inglaterra.
  • BAUER, R. A. GREYSER, S. A. (1968): Advertising in America: The Consumer View. Boston Division of Research, Graduate School of Business Administration, Harvard...
  • BRETT, A.S. M., GNOTH, J., STRONG, C., (2009): “Temporal construal in advertising”, en Journal of Advertising, 38(3), pp.5-19.
  • CHAN, K., LI, L., DIEHL, S., TERLUTTER, R. (2007): “Consumers´ Response to Offensive Advertising: A Cross Cultural Study”, en International...
  • DIX, S., PHAU, I. (2010): “Measuring situational triggers of television channel switching”, en Marketing Intelligence and Planning, 28, pp....
  • DUTTA-BERGMAN, M.J. (2006): “The demographic and psychographic antecedents of attitude towards advertising”, en Journal of Advertising Research,...
  • DURVASULA, S., ANDREWS, J.C., LYONSKI, S, NETEMEYER R. G. (1993): “Assessing the Cross-National Applicability of Consumer Behaviour Models”,...
  • GAUZENTE, C. (2008): “Attitudes toward advertising, perceived intrusiveness, perceived ad-clutter and behavioural consequences: A preliminary...
  • HAWKINGS, R.P., PINGREE, S., HITCHON, J., GORHAM, B. W., KANNAOVAKUN, P., GILLIGAN, E., RADLER, B., KOLBEINS, G.H., SCHMIDT, T. (2001): “Predicting...
  • HELLMAN, H. (2001): “Diversity-An End in Itself. Developing a multi-measure methodology of television programme variety studies”, en European...
  • JUDGE, G. G., HILL, R. C., GRIFFITHS, W. E., LÜTKEPOHL, H., LEE, T-C, (1988): Introduction to the Theory and Practice of Econometrics. John...
  • Kantar Media (2013).: Anuario de Audiencia de televisión 2013.
  • LACEY, N. (2000): Narrative and genre. Key concepts in media studies, Macmillan Press, London.
  • MACKENZIE, S.B., LUTZ, R.J. (1989): “An empirical examination of the structure antecedents or attitude toward the ad in an advertising pretesting...
  • MARTIN-SANTANA, J. D., BEERLI-PALACIO, A. (2008): “Why Attitudes towards Advertising are not Universal: Cultural Explanations”, en Journal...
  • MEHTA, A. (2000): “Advertising Attitudes and Advertising Effectiveness”, en Journal of Advertising Research, 40(3), pp. 67-72
  • NAN, X. (2006): “Perceptual Predictors of Global Attitude toward Advertising: An Investigation of Both Generalized and Personalized Beliefs”,...
  • NEALE, S. (1980): Genre. British Film Institute, London.
  • NORRIS, V. P. (1984): “The Economics Effects of Advertising: A Review of the Literature”, en Current Issues and Research in Advertising, 7(2),...
  • NUNNALLY, J. (1978): Psychometric methods. McGraw-Hill, New York, NY
  • PETROVICI, D., MARINOV, M. (2007): “Determinants and antecedents on general attitudes towards advertising. A study of two accession countries”,...
  • PODSAKOFF, N. P., SHEN, W.,PODSAKOFF, P. M. (2006): “The Role of Formative Measurement Models in Strategic Management Research: Review, Critique, and...
  • POLLAY, R., MITTAL, B. (1993): “Here’s the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising”, en Journal of...
  • RAMAPRASAD, J., M.L. THURWANGER, (1998): “South Asian Students Attitudes toward and Beliefs about Advertising: Measuring across Cultures”,...
  • RICHINS, M. (1991): “Social Comparison and the Idealized Images of Advertising”, en Journal of Consumer Research, 18(1) pp. 71-83.
  • ROBERTS, J. A., MANOLIS, C. (2000): “Baby boomers and busters: an exploratory investigation of attitudes toward marketing, advertising and...
  • SÁNCHEZ-REVILLA, M. A. (2013): Estudio Infoadex de la Inversión Publicitaria 2013. Infoadex.
  • SHAVITT, S., LOWERY, P., HAEFNER, J. (1998): “Public Attitudes toward Advertising: More Favourable than you Might Think”, en Journal of Advertising...
  • SHIM, J. W., PAUL B. (2007): “Effects of Personality Types on the Use of Television Genre”, en Journal of Broadcasting & Electronic Media,...
  • TSE, A.C.B., LEE. R.P.W. (2001): “Zapping Behaviour during Commercial Breaks” en Journal of Advertising Research, 41(3), pp. 25-29.
  • VAN MEURS, L. (1998): “Zapp! A study on switching behaviour during commercial breaks”; en Journal of Advertising Research, 38(1), pp. 43-53.
  • WOLLIN, L. D. (2002): “Beliefs, Attitudes and Behaviour towards Web Advertising”, en International Journal of Advertising, 21(1), pp. 87-113.