Análisis de preferencias ante productos publicitarios originales y modificados creados por empresas de comunicación locales

Abstract

Publicity is a resource used in the market by companies with the objective of promoting and encouraging the purchase of a product or service. Advertising agencies have positioned themselves professionally as businesses dedicated to the effective advising and creation of advertising productions. In this context, the positive relationship between the agency and the client is important for developing high-impact products, although client intervention can become counterproductive through demands that compromise or harm the advertising material. This research analyzed the preferences of target audiences for original and modified advertising products, that is, products originally created by an advertising agency and modified according to the client's demands. For the analysis, a qualitative method was used, employing in-depth interviews to gather advertising products, the characteristics of their audiences, and the construction of effective advertising, and focus groups to identify the target audience's preferences for original and modified advertising products. The results suggest that there are criteria for determining the impact of an advertisement, highlighting knowledge, staging, and order as the main ones. Regarding the focus groups, it was concluded that the original advertising material meets its objective and message, with a series of characteristics that make it attractive, memorable, and effective, whereas the modified advertising product did not meet any of the audience standards.