Open AccessMeasuring methods and advertisement planning: Uses of IMC
Author(s) -
Paola Andrea Ortiz-Rendón,
Luisa Fernanda Gaviria-Martinez,
Vanesa Sanguino-García,
Iván Alonso Montoya Restrepo
Publication year - 2020
Publication title -
entramado
Language(s) - English
Resource type - Journals
eISSN - 2539-0279
pISSN - 1900-3803
DOI - 10.18041/1900-3803/entramado.2.6517
Subject(s) - business , marketing , advertising , process (computing) , investment (military) , strengths and weaknesses , measure (data warehouse) , computer science , psychology , social psychology , database , politics , political science , law , operating system
Given that one of the central elements in marketing spending is advertising, this study aims at analysing how the advertising planning process is influenced by the types of responses expected from the audience, the measurement methods used to assess advertising effectiveness and the expected results. This study was empirical and exploratory based on the application of a cross-sectional survey to 150 marketing managers of medium and large-sized companies in Colombia. The results show if organisations measure the level of compliance with the goals established in terms of IMC, they will make better decisions and allocate marketing budgets consistent with their objectives, resources and capabilities. As the results of the present study indicate, organisations can experience weaknesses in implementing measurement methods that guarantee the proper calculation of organisational results concerning advertising investment.