Perception and characteristics of advertising investment in Telecaribe.Perception and characteristics of advertising investment in Telecaribe

This is an exploratory study of the perception of Telecaribe, the local TVchannel, and the characteristics of the advertising investment by companies locatedin Barranquilla. Relevant factors of the perception were: channel programming, fees,signal and coverage, and the corporative perception. A relativistic paradigm wasused, and focal groups and in-depth interviews were used to collect the information.Results indicated that the sample perceived the programming as non homogeneous,with an emphasis on TV news. Channel signal was perceived as of good quality.In general findings show that internal problems are irrelevant to the advertisinginvestment due to hopeful thoughts of improvement. Telecaribe was perceived as acultural channel of great engaging value although very expensive. Conclusionsindicate that Telecaribe is not totally rejected by entrepreneurs. Simply, there is lackof information about the channel. The channel is distant to entrepreneurs as theyare to the channel. In Barranquilla, competitive prices motivate people to invest inadvertising even if they have to sacrifice its value. The absence of a measurement toolby Telecaribe affects the quality of their advertisement as well as its marketing.

• Autores: José Jorge Dangond Castro; Gabriel Enrique Sánchez
• Fecha de publicación: 2011
• Institución: Universidad del Norte
• Repositorio: Repositorio Uninorte
• Idioma: spa
• OAI Identifier: oai:manglar.uninorte.edu.co:10584/4820
• Acceso en línea: http://rcientificas.uninorte.edu.co/index.php/pensamiento/article/view/3541; http://hdl.handle.net/10584/4820
• License: http://purl.org/coar/access_right/c_abf2