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...
- Autores:
- Tipo de recurso:
- Fecha de publicación:
- 2020
- Institución:
- Universidad Pedagógica y Tecnológica de Colombia
- Repositorio:
- RiUPTC: Repositorio Institucional UPTC
- Idioma:
- spa
- OAI Identifier:
- oai:repositorio.uptc.edu.co:001/12475
- Acceso en línea:
- https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133
https://repositorio.uptc.edu.co/handle/001/12475
- Palabra clave:
- forgotten effects
media
strategic analysis
efectos olvidados
medios de comunicación
análisis estratégico
- Rights
- License
- Derechos de autor 2020 Agustin Torres Martínez, Anna M. Gil-Lafuente, Luis Amiguet Molina
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2020-06-302024-07-05T18:52:55Z2024-07-05T18:52:55Zhttps://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/913310.19053/01211048.9133https://repositorio.uptc.edu.co/handle/001/12475The 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. application/pdfspaspaUnidad Editorial UPTChttps://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133/9435Derechos de autor 2020 Agustin Torres Martínez, Anna M. Gil-Lafuente, Luis Amiguet Molinahttp://creativecommons.org/licenses/by-nc/4.0http://purl.org/coar/access_right/c_abf92http://purl.org/coar/access_right/c_abf2Inquietud Empresarial; Vol. 20 No. 1 (2020): Inquietud Empresarial 20(1) January-June 2020; 73-85Inquietud Empresarial; Vol. 20 Núm. 1 (2020): Inquietud Empresarial 20(1) Enero-Junio 2020; 73-850121-1048forgotten effectsmediastrategic analysisefectos olvidadosmedios de comunicaciónanálisis estratégicoForgotten effects model in the strategic analysis of mediaModelo de efectos olvidados en el análisis estratégico de medios de comunicacióninfo:eu-repo/semantics/articlehttp://purl.org/coar/resource_type/c_2df8fbb1info:eu-repo/semantics/publishedVersionhttp://purl.org/coar/version/c_970fb48d4fbd8a175http://purl.org/coar/version/c_970fb48d4fbd8a85Gil-Lafuente, Anna M.Amiguet Molina, LuisTorres Martínez, Agustin001/12475oai:repositorio.uptc.edu.co:001/124752025-07-18 11:31:22.261metadata.onlyhttps://repositorio.uptc.edu.coRepositorio Institucional UPTCrepositorio.uptc@uptc.edu.co |
| dc.title.en-US.fl_str_mv |
Forgotten effects model in the strategic analysis of media |
| dc.title.es-ES.fl_str_mv |
Modelo de efectos olvidados en el análisis estratégico de medios de comunicación |
| title |
Forgotten effects model in the strategic analysis of media |
| spellingShingle |
Forgotten effects model in the strategic analysis of media forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico |
| title_short |
Forgotten effects model in the strategic analysis of media |
| 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_sort |
Forgotten effects model in the strategic analysis of media |
| dc.subject.en-US.fl_str_mv |
forgotten effects media strategic analysis |
| topic |
forgotten effects media strategic analysis efectos olvidados medios de comunicación análisis estratégico |
| dc.subject.es-ES.fl_str_mv |
efectos olvidados medios de comunicación análisis estratégico |
| 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. |
| publishDate |
2020 |
| dc.date.accessioned.none.fl_str_mv |
2024-07-05T18:52:55Z |
| dc.date.available.none.fl_str_mv |
2024-07-05T18:52:55Z |
| dc.date.none.fl_str_mv |
2020-06-30 |
| dc.type.none.fl_str_mv |
info:eu-repo/semantics/article |
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http://purl.org/coar/resource_type/c_2df8fbb1 |
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http://purl.org/coar/version/c_970fb48d4fbd8a85 |
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info:eu-repo/semantics/publishedVersion |
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http://purl.org/coar/version/c_970fb48d4fbd8a175 |
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publishedVersion |
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https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133 10.19053/01211048.9133 |
| dc.identifier.uri.none.fl_str_mv |
https://repositorio.uptc.edu.co/handle/001/12475 |
| url |
https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133 https://repositorio.uptc.edu.co/handle/001/12475 |
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10.19053/01211048.9133 |
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spa |
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spa |
| language |
spa |
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https://revistas.uptc.edu.co/index.php/inquietud_empresarial/article/view/9133/9435 |
| dc.rights.es-ES.fl_str_mv |
Derechos de autor 2020 Agustin Torres Martínez, Anna M. Gil-Lafuente, Luis Amiguet Molina http://creativecommons.org/licenses/by-nc/4.0 |
| dc.rights.coar.fl_str_mv |
http://purl.org/coar/access_right/c_abf2 |
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http://purl.org/coar/access_right/c_abf92 |
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Derechos de autor 2020 Agustin Torres Martínez, Anna M. Gil-Lafuente, Luis Amiguet Molina http://creativecommons.org/licenses/by-nc/4.0 http://purl.org/coar/access_right/c_abf92 http://purl.org/coar/access_right/c_abf2 |
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application/pdf |
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Unidad Editorial UPTC |
| dc.source.en-US.fl_str_mv |
Inquietud Empresarial; Vol. 20 No. 1 (2020): Inquietud Empresarial 20(1) January-June 2020; 73-85 |
| dc.source.es-ES.fl_str_mv |
Inquietud Empresarial; Vol. 20 Núm. 1 (2020): Inquietud Empresarial 20(1) Enero-Junio 2020; 73-85 |
| dc.source.none.fl_str_mv |
0121-1048 |
| institution |
Universidad Pedagógica y Tecnológica de Colombia |
| repository.name.fl_str_mv |
Repositorio Institucional UPTC |
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repositorio.uptc@uptc.edu.co |
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1839633843195215872 |