TY  - JOUR 
TI  - La efectividad de la publicidad oposicional
JO  - ESTUDIOS GERENCIALES;Vol. 31 No. 134  Enero/Marzo 2015
PB  - Universidad Icesi
PY  - 2015
issn 01235923
AB  - The purpose of this study is to test the viability of oppositional advertising in Chile. Data were collected
via controlled experimentation, through the manipulation of oppositional versus non-oppositional
visual and verbal information within a printed ad for a new car. The findings suggest that oppositional
ads may be less effective on ad recall, despite being perceived less complex by participants. While experimental
research is not sufficient to establish the generalized non-superiority of oppositional advertising
in Chile, the results support the idea that oppositional advertising might not be more effective than
non-oppositional advertising for many marketing campaigns in Chile.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Complejidad
KW  - Publicidad
KW  - Chile
UR  - http://hdl.handle.net/10906/77257
ER  -