Forgotten effects model in the strategic analysis of media
The consumer's appreciation of a means of communication is the result of the aggregation and composition of certain subjective estimates, which are also different in each individual, about some qualities or characteristics that a particular medium is believed to have. One of the main objectives...
| Main Authors: | , , |
|---|---|
| Format: | Online |
| Language: | spa |
| Published: |
Unidad Editorial UPTC
2020
|
| Subjects: | |
| Online Access: | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133 |
| _version_ | 1801706725705777152 |
|---|---|
| author | Gil-Lafuente, Anna M. Amiguet Molina, Luis Torres Martínez, Agustin |
| author_facet | Gil-Lafuente, Anna M. Amiguet Molina, Luis Torres Martínez, Agustin |
| author_sort | Gil-Lafuente, Anna M. |
| collection | OJS |
| description | The consumer's appreciation of a means of communication is the result of the aggregation and composition of certain subjective estimates, which are also different in each individual, about some qualities or characteristics that a particular medium is believed to have. One of the main objectives is to find, directly or indirectly, those elements that consumers, whether consciously or unconsciously, seek and want about a means of communication. The purpose is for companies to focus their investments and resources on enhancing those qualities expected by citizens. This can be achieved by implementing actions aimed at influencing the audience in their appreciation of the qualities of the media at different levels. Therefore, we intend to establish mechanisms of causality, through different combinations of cause-effect relationships between the actions or measures to reach the audience, and the characteristics of the media most valued by consumers.
Key words: forgotten effects, media, strategic analysis.
JEL Classification: C02, C65, D81.
Received: 04/04/2019. Accepted: 25/06/2020. Published: 30/06/2020. |
| format | Online |
| id | oai:oai.revistas.uptc.edu.co:article-9133 |
| institution | Revista Inquietud Empresarial |
| language | spa |
| publishDate | 2020 |
| publisher | Unidad Editorial UPTC |
| record_format | ojs |
| spelling | oai:oai.revistas.uptc.edu.co:article-91332024-04-24T20:24:36Z Forgotten effects model in the strategic analysis of media Modelo de efectos olvidados en el análisis estratégico de medios de comunicación Gil-Lafuente, Anna M. Amiguet Molina, Luis Torres Martínez, Agustin forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico The consumer's appreciation of a means of communication is the result of the aggregation and composition of certain subjective estimates, which are also different in each individual, about some qualities or characteristics that a particular medium is believed to have. One of the main objectives is to find, directly or indirectly, those elements that consumers, whether consciously or unconsciously, seek and want about a means of communication. The purpose is for companies to focus their investments and resources on enhancing those qualities expected by citizens. This can be achieved by implementing actions aimed at influencing the audience in their appreciation of the qualities of the media at different levels. Therefore, we intend to establish mechanisms of causality, through different combinations of cause-effect relationships between the actions or measures to reach the audience, and the characteristics of the media most valued by consumers. Key words: forgotten effects, media, strategic analysis. JEL Classification: C02, C65, D81. Received: 04/04/2019. Accepted: 25/06/2020. Published: 30/06/2020. La apreciación que el consumidor tiene de un medio de comunicación es la resultante de la agregación y composición de determinadas estimaciones subjetivas, que además son distintas en cada individuo, sobre algunas cualidades o características que se cree que aquél posee. Uno de los principales objetivos consiste en hallar, de forma directa o indirecta, aquellos elementos que los consumidores, sea de forma consciente o inconsciente, buscan y desean de un medio de comunicación con el fin de que las empresas focalicen sus inversiones y recursos en potenciar aquellas cualidades esperadas por los ciudadanos. Esto se puede conseguir emprendiendo ciertas acciones encaminadas a influir sobre el público en su apreciación de las cualidades del medio de comunicación en diferentes grados o niveles. Se trata, en definitiva, de establecer unos mecanismos de causalidad, a través del planteamiento de toda una combinatoria de relaciones causa-efecto entre las diferentes acciones o medidas para llegar a la audiencia, y las características de los elementos más valorados por los consumidores. Palabras clave: efectos olvidados, medios de comunicación, análisis estratégico. Códigos JEL: C02, C65, D81. Recibidio: 04/04/2019. Aceptado: 25/06/2020. Publicado: 30/06/2020. Unidad Editorial UPTC 2020-06-30 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133 10.19053/01211048.9133 Inquietud Empresarial; Vol. 20 No. 1 (2020): Inquietud Empresarial 20(1) January-June 2020; 73-85 Inquietud Empresarial; Vol. 20 Núm. 1 (2020): Inquietud Empresarial 20(1) Enero-Junio 2020; 73-85 0121-1048 spa https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133/9435 Derechos de autor 2020 Agustin Torres Martínez, Anna M. Gil-Lafuente, Luis Amiguet Molina http://creativecommons.org/licenses/by-nc/4.0 |
| spellingShingle | forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico Gil-Lafuente, Anna M. Amiguet Molina, Luis Torres Martínez, Agustin Forgotten effects model in the strategic analysis of media |
| title | Forgotten effects model in the strategic analysis of media |
| title_alt | Modelo de efectos olvidados en el análisis estratégico de medios de comunicación |
| title_full | Forgotten effects model in the strategic analysis of media |
| title_fullStr | Forgotten effects model in the strategic analysis of media |
| title_full_unstemmed | Forgotten effects model in the strategic analysis of media |
| title_short | Forgotten effects model in the strategic analysis of media |
| title_sort | forgotten effects model in the strategic analysis of media |
| topic | forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico |
| topic_facet | forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico |
| url | https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133 |
| work_keys_str_mv | AT gillafuenteannam forgotteneffectsmodelinthestrategicanalysisofmedia AT amiguetmolinaluis forgotteneffectsmodelinthestrategicanalysisofmedia AT torresmartinezagustin forgotteneffectsmodelinthestrategicanalysisofmedia AT gillafuenteannam modelodeefectosolvidadosenelanalisisestrategicodemediosdecomunicacion AT amiguetmolinaluis modelodeefectosolvidadosenelanalisisestrategicodemediosdecomunicacion AT torresmartinezagustin modelodeefectosolvidadosenelanalisisestrategicodemediosdecomunicacion |
