Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica

Las agencias que participan en sistemas de evaluación competitiva, acuden a los festivales de publicidad donde la creatividad es especialmente valorada. El objetivo de este trabajo es medir y analizar la posición actual de las agencias de publicidad Colombianas en el Ranking Iberoamericano de Public...

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Autores:: Ravina Ripoll, Rafael
Nuñez Barriopedro, Estela

Tipo de recurso:: Article of journal

Fecha de publicación:: 2017

Institución:: Corporación Universidad de la Costa

Repositorio:: REDICUC - Repositorio CUC

Idioma:: spa

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repository_id_str
dc.title.spa.fl_str_mv	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
dc.title.translated.eng.fl_str_mv	Analysis of the level of competitiveness business in the Colombian advertising scene based on creative success
title	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
spellingShingle	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica Creativity Competitiveness Advertising agencies Ranking Trend. Creatividad Competitividad Agencias publicitarias Ranking Tendencia
title_short	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
title_full	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
title_fullStr	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
title_full_unstemmed	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
title_sort	Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
dc.creator.fl_str_mv	Ravina Ripoll, Rafael Nuñez Barriopedro, Estela
dc.contributor.author.spa.fl_str_mv	Ravina Ripoll, Rafael Nuñez Barriopedro, Estela
dc.subject.eng.fl_str_mv	Creativity Competitiveness Advertising agencies Ranking Trend.
topic	Creativity Competitiveness Advertising agencies Ranking Trend. Creatividad Competitividad Agencias publicitarias Ranking Tendencia
dc.subject.spa.fl_str_mv	Creatividad Competitividad Agencias publicitarias Ranking Tendencia
description	Las agencias que participan en sistemas de evaluación competitiva, acuden a los festivales de publicidad donde la creatividad es especialmente valorada. El objetivo de este trabajo es medir y analizar la posición actual de las agencias de publicidad Colombianas en el Ranking Iberoamericano de Publicidad. Para ello, se evalúa la competitividad de las agencias a través de su nivel de creatividad y según una ponderación rigurosa de los premios que obtienen y los festivales en los que son galardonados. Asimismo, se estudia la tendencia y se realiza una clasificación de agencias según su posición y puntuación en el ranking de Publicidad. El cálculo del valor de las agencias para una edición se hace sobre los premios recibidos en los dos años anteriores. Para el caso de Colombia, se analizan el ranking de agencias 2014, 2015 y 2016 para una muestra total de 69, 98 y 73 agencias respectivamente en Colombia. Se observa que las mejor situadas son las agencias internacionales.&nbsp;
publishDate	2017
dc.date.accessioned.none.fl_str_mv	2017-12-12 00:00:00 2024-04-09T20:25:50Z
dc.date.available.none.fl_str_mv	2017-12-12 00:00:00 2024-04-09T20:25:50Z
dc.date.issued.none.fl_str_mv	2017-12-12
dc.type.spa.fl_str_mv	Artículo de revista
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dc.type.local.eng.fl_str_mv	Journal article
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dc.type.version.spa.fl_str_mv	info:eu-repo/semantics/publishedVersion
dc.type.coarversion.spa.fl_str_mv	http://purl.org/coar/version/c_970fb48d4fbd8a85
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dc.identifier.eissn.none.fl_str_mv	2389-7716
identifier_str_mv	1692-3030 10.17981/juridcuc.13.1.2017.01 2389-7716
url	https://hdl.handle.net/11323/12474 https://doi.org/10.17981/juridcuc.13.1.2017.01
dc.language.iso.spa.fl_str_mv	spa
language	spa
dc.relation.ispartofjournal.spa.fl_str_mv	Revista Jurídicas CUC
dc.relation.references.spa.fl_str_mv	Amabile, T. M. (1988). A model of creativity and innovation in organitations, Research in organitation behavior, 10, 123-167. Amabile, T. M. (1998). How to Kill Creativity. Harvard Business Review, 76(5), 76-86. Amabile, T. M., Conti R., Coon, H., Lazenby, J. y Herron, M. (1996). Assessing the Work Environment for Creativity. Academy of Management Journal, 39(5), 1154-1184. Andrews, J. C. y Smith, D. C. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 33(2), 174-187. Ang, S. H., Lee, Y. H. y Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232. Ang, S. H. y Low, S. Y. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17(10), 835-854. Baack, D. W., Wilson, R. T. y Till, B. D. (2008). Creativity and memory effects: Recall, recognition, and an exploration of nontraditional media. Journal of Advertising, 37(4), 85-94. Barron, F. (1955). The Disposition toward Originality. Journal of Abnormal Psychology, 51(3), 478-485. Barron, F. y Harrington, D. M. (1981). Creativity, intelligence, and personality. Annual review of psychology, 32(1), 439-476. Bell, J. A. (1992). Creativity, TV Commercial Popularity, and Advertising Expenditures. International Journal of Advertising, 11(2), 165-183. Bergkvist, L. y Rossiter, J. R. (2008). The role of ad likability in predicting an ad’s campaign performance. Journal of advertising, 37(2), 85-98. Besemer, S. y O’Quin, K. (1986). Analyzing creative products: Refinement and test of a judging instrument. The Journal of Creative Behavior, 20(2), 115-126. Besemer, S. P. y Treffinger, D. J. (1981). Analysis of Creative Products: Review and Synthesis. The Journal of Creative Behavior, 15(3), 158-178. Buzzell, R. D. (1964). Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy. Journal of Marketing Research, 1(3), 27-31. Bogart, L., Tolley, B. S. y Orenstein, F. (1970). What one little ad can do. Journal of Advertising research, 10(4), 3-13. Bruner, J. (1962). “The Conditions of Creativity”. En Gruber, H.E., Terrell G. E. y Wertheimer, M. (eds.), Contemporary Approaches to Creative Thinking. Nueva York: Atherton Press. Butkys, A. S. y Herpel, G. (1992). How advertising agencies handle their own advertising strategy: an industry-wide overview of its self-promotion efforts. Journal of Advertising Research, 32, 18-22. Chalá, P. (2011). La legislación como condicionante en la creatividad. Barcelona: Universidad Autónoma de Barcelona. Comisión Nacional de Autorregulación Publicitaria – Conarp (2013). Código Colombiano de Autorregulación Publicitaria. Bogotá: Comisión Nacional de Autorregulación Publicitaria. Dahlen, M., Rosengren, S. y Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research, 48(3), 392-403. Deshpande, R., Farley, J. U. y Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrat analysis. The journal of Marketing, 57(1), 23-37. El-Murad, J. y West, D. C. (2003). Risk and creativity in advertising. Journal of Marketing Management, 19(5-6), 657-673. Haberland, G. S. y Dacin, P. A. (1992). The Development of a Measure to Assess Viewers’ Judgments of the Creativity of an Advertisement. Advances in Consumer Research, 19(1), 817-825. Helgesen, T. (1994). Advertising awards and advertising agency performance criteria. Journal of Advertising Research, (34), 43-43. Im, S. y Workman Jr, J. P. (2004). Market orientation, creativity, and new product performance in high-technology firms. Journal of marketing, 68(2), 114-132. Jackson, P. W. y Messick, S. (1965). The person, the product, and the response: conceptual problems in the assessment of creativity. Journal of personality, 33(3), 309-329. Jones, J. P. (1995). Single-Source Research Begins to Fulfill its Promise. Journal of Advertising Research, 35(3), 9-16. Gibson, L. D. (1996). What Can One TV Exposure Do? Journal of Advertising Research, 36(2), 9-18. Goldenberg, J., Mazursky, D. y Solomon, S. (1999). Creative sparks. Science, 285(5433), 1495-1496. Kilgour, A. M., Sasser, S. y Koslow, S. (2013). Creativity awards: Great expectations? Creativity Research Journal, 25(2), 163-171. Kübler, R.V. y Proppe, D. (2012). Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards? BuR- Business Research, 5(1) 60-81. Li, H., Dou, W., Wang, G. y Zhou, N. (2008). The effect of agency creativity on campaign outcomes: The moderating role of market conditions. Journal of Advertising, 37(4), 109-120. MacKinnon, D. W. (1987). “Some Critical Issues for Future Research”. En Isaksen, S.G., (ed.), Creativity: Frontiers of Creativity Research: Beyond the Basics. Nueva York: Bearly Ltd. Michell, P. C. (1984). Accord and Discord in Agency-Client Perceptions of Creativity. Journal of Advertising Research, 24(5), 9-24. Montano, J. R. (2004). Characteristics of U.S. Hispanic Advertising. A comparison of awards winning and Non-awardwinning Commercial. [Tesis doctoral inedita]. Universidad de Florida: Gainesville. Moorman, C. y Miner, A. S. (1997). The impact of organizational memory on new product performance and creativity. Journal of marketing research, 91-106. Mumford, M. D. y Simonton, D. K. (1997). Creativity in the workplace: People, problems, and structures. The journal of creative behavior, 31(1), 1-6. Myers, J. (2004). Advertising Accountability, R-o-I & Sarbanes- Oxley Concerns Spawn Audit Industry. Recuperado el 14 de enero de 2008 de: https://www.mediavillage.com/author/jack-myers/#page=168&tab=latest Naik, P. A. y Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of Marketing Research, 40(4), 375-388. Newell, A., Shaw, J. C. y Simon, H. A. (1959). The processes of creative thinking. Santa Monica, CA: Rand Corporation. Núñez, E. y González, A. (2015). Ranking de anuncios y agencias de publicidad en Venezuela. Opción, 31(Especial 3), 907-921. Ogilvy, D. (1963). Confessions of an Advertising Man. Nueva York: Atheneum. Pieters, R., Warlop, L. y Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765-781. Polonsky, M. J. y Waller, D. S. (1995). Does winning advertising awards pay?: The Australian experience. Journal of Advertising Research, 35(1), 25-25. Repiso, R., Berlanga, I. y Lloves, B. (2015). Ranking de anuncios y agencias de publicidad en Chile. Revista F@ ro: revista teórica del Departamento de Ciencias de la Comunicación, 1(21), 36-52. Repiso, R., Llorente-Barroso, C. y García-García, F. (2013). Ranking ESCO de agencias de publicidad: Descripción y resultados. El profesional de la información, 22(2), 181-187. Rossiter, J. R. (2008). Defining the Necessary Components of Creative, Effective Ads. Journal of Advertising, 37 (4), 139- 144. Sasser, S. L. y Koslow, S. (2008). Desperately seeking advertising creativity: Engaging an imaginative “3Ps” research agenda. Journal of Advertising, 37(4), 5-20. Schweitzer, J. C. y Hester, J. B. (1992). The importance of winning advertising award shows. Southwestern Mass Communication, 7(1), 55-66. Sethi, R., Smith, D. C. y Park, C. W. (2001). Cross-functional product development teams, creativity, and the innovativeness of new consumer products. Journal of Marketing Research, 38(1), 73-85. Smith, R. E., MacKenzie, S. B., Yang, X., Buchholz, L. M. y Darley,W. K. (2007). Modeling the determinants and effects of creativity in advertising. Marketing science, 26(6), 819-833. Sternberg, R. J. y Lubart, T. (1999). The Concept of Creativity: Prospects and Paradigms. En Sternberg, R. J. (ed.), Handbook of Creativity. Cambridge: Cambridge University Press. Stone, G., Besser, D. y Lewis, L. E. (2000). Recall, liking, and creativity in TV commercials: A new approach. Journal of Advertising Research, 40(3), 7-18. Till, B. D. y Baack, D. W. (2005). Recall and Persuasion: does creative advertising matter? Journal of Advertising, 34(3), 47-57. Tippins, M. J. y Kunkel, R. A. (2006). Winning a Clio advertising award and its relationship to firm profitability. Journal of Marketing Communications, 12(1), 1-14. Wentz, L. (2005). At Cannes, the Lions Say “Grrr”. Advertising Age, 76 (26), 1-2.
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spelling	Ravina Ripoll, RafaelNuñez Barriopedro, Estela2017-12-12 00:00:002024-04-09T20:25:50Z2017-12-12 00:00:002024-04-09T20:25:50Z2017-12-121692-3030https://hdl.handle.net/11323/12474https://doi.org/10.17981/juridcuc.13.1.2017.0110.17981/juridcuc.13.1.2017.012389-7716Las agencias que participan en sistemas de evaluación competitiva, acuden a los festivales de publicidad donde la creatividad es especialmente valorada. El objetivo de este trabajo es medir y analizar la posición actual de las agencias de publicidad Colombianas en el Ranking Iberoamericano de Publicidad. Para ello, se evalúa la competitividad de las agencias a través de su nivel de creatividad y según una ponderación rigurosa de los premios que obtienen y los festivales en los que son galardonados. Asimismo, se estudia la tendencia y se realiza una clasificación de agencias según su posición y puntuación en el ranking de Publicidad. El cálculo del valor de las agencias para una edición se hace sobre los premios recibidos en los dos años anteriores. Para el caso de Colombia, se analizan el ranking de agencias 2014, 2015 y 2016 para una muestra total de 69, 98 y 73 agencias respectivamente en Colombia. Se observa que las mejor situadas son las agencias internacionales.&nbsp;Advertising Agencies that participate in competitive evaluation systems go to the advertising festivals where creativity is especially valued. The aim of this work is to measure and analyze the current position of Colombian advertising agencies in the Iberoamerican Advertising Ranking. In order to this, the competitiveness of the agencies is evaluated through their level of creativity and according to a rigorous weighting of the prizes they get and the festivals in which they are awarded. Likewise, the trend is studied and a classification of agencies according to their position and score in the ranking of Advertising is made. The calculation of the value of the agencies for an edition is made on the prizes got at the two previous years. For the case of Colombia, we analyze the ranking of agencies 2014, 2015 and 2016 for a total sample of 69, 98 and 73 agencies respectively in Colombia.application/pdfspaUniversidad de la CostaJURÍDICAS CUC - 2017https://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccesshttp://purl.org/coar/access_right/c_abf2https://revistascientificas.cuc.edu.co/juridicascuc/article/view/1662CreativityCompetitivenessAdvertising agenciesRankingTrend.CreatividadCompetitividadAgencias publicitariasRankingTendenciaAnálisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídicaAnalysis of the level of competitiveness business in the Colombian advertising scene based on creative successArtículo de revistahttp://purl.org/coar/resource_type/c_6501http://purl.org/coar/resource_type/c_2df8fbb1Textinfo:eu-repo/semantics/articleJournal articlehttp://purl.org/redcol/resource_type/ARTinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a85Revista Jurídicas CUCAmabile, T. M. (1988). A model of creativity and innovation in organitations, Research in organitation behavior, 10, 123-167.Amabile, T. M. (1998). How to Kill Creativity. Harvard Business Review, 76(5), 76-86.Amabile, T. M., Conti R., Coon, H., Lazenby, J. y Herron, M. (1996). Assessing the Work Environment for Creativity. Academy of Management Journal, 39(5), 1154-1184.Andrews, J. C. y Smith, D. C. (1996). In Search of the Marketing Imagination: Factors Affecting the Creativity of Marketing Programs for Mature Products. Journal of Marketing Research, 33(2), 174-187.Ang, S. H., Lee, Y. H. y Leong, S. M. (2007). The ad creativity cube: Conceptualization and initial validation. Journal of the Academy of Marketing Science, 35(2), 220-232.Ang, S. H. y Low, S. Y. (2000). Exploring the dimensions of ad creativity. Psychology & Marketing, 17(10), 835-854.Baack, D. W., Wilson, R. T. y Till, B. D. (2008). Creativity and memory effects: Recall, recognition, and an exploration of nontraditional media. Journal of Advertising, 37(4), 85-94.Barron, F. (1955). The Disposition toward Originality. Journal of Abnormal Psychology, 51(3), 478-485.Barron, F. y Harrington, D. M. (1981). Creativity, intelligence, and personality. Annual review of psychology, 32(1), 439-476.Bell, J. A. (1992). Creativity, TV Commercial Popularity, and Advertising Expenditures. International Journal of Advertising, 11(2), 165-183.Bergkvist, L. y Rossiter, J. R. (2008). The role of ad likability in predicting an ad’s campaign performance. Journal of advertising, 37(2), 85-98.Besemer, S. y O’Quin, K. (1986). Analyzing creative products: Refinement and test of a judging instrument. The Journal of Creative Behavior, 20(2), 115-126.Besemer, S. P. y Treffinger, D. J. (1981). Analysis of Creative Products: Review and Synthesis. The Journal of Creative Behavior, 15(3), 158-178.Buzzell, R. D. (1964). Predicting Short-Term Changes in Market Share as a Function of Advertising Strategy. Journal of Marketing Research, 1(3), 27-31.Bogart, L., Tolley, B. S. y Orenstein, F. (1970). What one little ad can do. Journal of Advertising research, 10(4), 3-13.Bruner, J. (1962). “The Conditions of Creativity”. En Gruber, H.E., Terrell G. E. y Wertheimer, M. (eds.), Contemporary Approaches to Creative Thinking. Nueva York: Atherton Press.Butkys, A. S. y Herpel, G. (1992). How advertising agencies handle their own advertising strategy: an industry-wide overview of its self-promotion efforts. Journal of Advertising Research, 32, 18-22.Chalá, P. (2011). La legislación como condicionante en la creatividad. Barcelona: Universidad Autónoma de Barcelona.Comisión Nacional de Autorregulación Publicitaria – Conarp (2013). Código Colombiano de Autorregulación Publicitaria. Bogotá: Comisión Nacional de Autorregulación Publicitaria.Dahlen, M., Rosengren, S. y Törn, F. (2008). Advertising creativity matters. Journal of Advertising Research, 48(3), 392-403.Deshpande, R., Farley, J. U. y Webster Jr, F. E. (1993). Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrat analysis. The journal of Marketing, 57(1), 23-37.El-Murad, J. y West, D. C. (2003). Risk and creativity in advertising. Journal of Marketing Management, 19(5-6), 657-673.Haberland, G. S. y Dacin, P. A. (1992). The Development of a Measure to Assess Viewers’ Judgments of the Creativity of an Advertisement. Advances in Consumer Research, 19(1), 817-825.Helgesen, T. (1994). Advertising awards and advertising agency performance criteria. Journal of Advertising Research, (34), 43-43.Im, S. y Workman Jr, J. P. (2004). Market orientation, creativity, and new product performance in high-technology firms. Journal of marketing, 68(2), 114-132.Jackson, P. W. y Messick, S. (1965). The person, the product, and the response: conceptual problems in the assessment of creativity. Journal of personality, 33(3), 309-329.Jones, J. P. (1995). Single-Source Research Begins to Fulfill its Promise. Journal of Advertising Research, 35(3), 9-16.Gibson, L. D. (1996). What Can One TV Exposure Do? Journal of Advertising Research, 36(2), 9-18.Goldenberg, J., Mazursky, D. y Solomon, S. (1999). Creative sparks. Science, 285(5433), 1495-1496.Kilgour, A. M., Sasser, S. y Koslow, S. (2013). Creativity awards: Great expectations? Creativity Research Journal, 25(2), 163-171.Kübler, R.V. y Proppe, D. (2012). Faking or Convincing: Why Do Some Advertising Campaigns Win Creativity Awards? BuR- Business Research, 5(1) 60-81.Li, H., Dou, W., Wang, G. y Zhou, N. (2008). The effect of agency creativity on campaign outcomes: The moderating role of market conditions. Journal of Advertising, 37(4), 109-120.MacKinnon, D. W. (1987). “Some Critical Issues for Future Research”. En Isaksen, S.G., (ed.), Creativity: Frontiers of Creativity Research: Beyond the Basics. Nueva York: Bearly Ltd.Michell, P. C. (1984). Accord and Discord in Agency-Client Perceptions of Creativity. Journal of Advertising Research, 24(5), 9-24.Montano, J. R. (2004). Characteristics of U.S. Hispanic Advertising. A comparison of awards winning and Non-awardwinning Commercial. [Tesis doctoral inedita]. Universidad de Florida: Gainesville.Moorman, C. y Miner, A. S. (1997). The impact of organizational memory on new product performance and creativity. Journal of marketing research, 91-106.Mumford, M. D. y Simonton, D. K. (1997). Creativity in the workplace: People, problems, and structures. The journal of creative behavior, 31(1), 1-6.Myers, J. (2004). Advertising Accountability, R-o-I & Sarbanes- Oxley Concerns Spawn Audit Industry. Recuperado el 14 de enero de 2008 de: https://www.mediavillage.com/author/jack-myers/#page=168&tab=latestNaik, P. A. y Raman, K. (2003). Understanding the impact of synergy in multimedia communications. Journal of Marketing Research, 40(4), 375-388.Newell, A., Shaw, J. C. y Simon, H. A. (1959). The processes of creative thinking. Santa Monica, CA: Rand Corporation.Núñez, E. y González, A. (2015). Ranking de anuncios y agencias de publicidad en Venezuela. Opción, 31(Especial 3), 907-921.Ogilvy, D. (1963). Confessions of an Advertising Man. Nueva York: Atheneum.Pieters, R., Warlop, L. y Wedel, M. (2002). Breaking through the clutter: Benefits of advertisement originality and familiarity for brand attention and memory. Management Science, 48(6), 765-781.Polonsky, M. J. y Waller, D. S. (1995). Does winning advertising awards pay?: The Australian experience. Journal of Advertising Research, 35(1), 25-25.Repiso, R., Berlanga, I. y Lloves, B. (2015). Ranking de anuncios y agencias de publicidad en Chile. Revista F@ ro: revista teórica del Departamento de Ciencias de la Comunicación, 1(21), 36-52.Repiso, R., Llorente-Barroso, C. y García-García, F. (2013). Ranking ESCO de agencias de publicidad: Descripción y resultados. 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Advertising Age, 76 (26), 1-2.289113https://revistascientificas.cuc.edu.co/juridicascuc/article/download/1662/N%C3%BA%C3%B1ez%20BarriopedroNúm. 1 , Año 2017 : Jurídicas CUC 2017PublicationOREORE.xmltext/xml2788https://repositorio.cuc.edu.co/bitstreams/c9119cd1-feb1-4538-a686-b6a8ab4d4323/download07d46c91fa0c30833804ac4ec13f22f3MD5111323/12474oai:repositorio.cuc.edu.co:11323/124742024-09-17 14:10:13.968https://creativecommons.org/licenses/by-nc-sa/4.0/JURÍDICAS CUC - 2017metadata.onlyhttps://repositorio.cuc.edu.coRepositorio de la Universidad de la Costa CUCrepdigital@cuc.edu.co

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