Géneros televisivos preferidos y actitudes hacia la publicidad

  1. Cristina Etayo-Pérez
Aldizkaria:
Questiones publicitarias: revista internacional de comunicación y publicidad

ISSN: 1133-6870,  1988-8732

Argitalpen urtea: 2014

Zenbakia: 19

Orrialdeak: 64-81

Mota: Artikulua

DOI: 10.5565/REV/QP.26 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Questiones publicitarias: revista internacional de comunicación y publicidad

Laburpena

Las actitudes hacia la publicidad constituyen una variable fundamental en el proceso de logro de la eficacia publicitaria. Con el fin de mejorar el conocimiento sobre ellas, en este trabajo se analizan las relaciones existentes entre las preferencias por los distintos géneros televisivos y la actitud hacia la publicidad de los consumidores. Se utilizan datos de una encuesta realizada en España y se pone de manifiesto que la preferencia por los géneros de entretenimiento está relacionada con una actitud más positiva hacia la publicidad en televisión.

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