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Title: Forgotten effects model in the strategic analysis of media
Author: Gil Lafuente, Anna Maria
Amiguet-Molina, Luis
Torres Martínez, Agustín
Keywords: Causalitat
Planificació estratègica
Mitjans de comunicació de massa
Strategic planning
Mass media
Issue Date: 2020
Publisher: Universidad Pedagógica y Tecnológica de Colombia
Abstract: 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.
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It is part of: Inquietud Empresarial, 2020, vol. 20, num. 1, p. 73-85
ISSN: 0121-1048
Appears in Collections:Articles publicats en revistes (Empresa)

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