EFFECTIVENESS OF ADVERTISING STRATEGIES IN SMES: AN ANALYSIS OF LITERATURE REVIEW

Abstract

The approach presented in this work is based on the challenges that active marketing agents face in relation to the effectiveness generated by advertising strategies and their saturation in the media. The objective of the research was to determine the effectiveness of advertising strategies through the meta-analytical statistic of the Stimulus, Behavior and Response (ECR) model in small and medium enterprises. The methodological design was mixed order. Qualitative, due to the analysis of literary review and the system criteria for inclusion and exclusion of data. Quantitative, because the dimensional construct of the stimulus, behavior and response (ECR) model was related through the statistical technique of meta-analysis. The study sample was fifty (50) indexed
articles in indexed scientific libraries. The main result revealed that the ECR model is ideal for the implementation, development and growth of SMEs. As a general conclusion it was evidenced and discussed that users and consumers are susceptible and emotional to environmental advertising strategies, since they generate emotional attractiveness and influence the purchase decision.

Keywords: Advertising strategies, Stimuli, Clutter, Meta-analysis.

References:

[1]J. Martí, “Determinantes de la eficacia publicitaria actual: el Modelo AMBER (Atención-Motivación-Brand Engagement-Respuesta),” Quest. Public., vol. I, no. 17, p. 122, 2012.

[2]J. Arteaga, V. Coronel, and M. Acosta, “Influencia del marketing digital en el desarrollo de las MIPYME’s en Ecuador,” vol. 39, p. 47, 2018.

[3]N. Collins, R. Sumba, A. Valencia, and K. Santistevan, “Estrategias promocionales y su incidencia en los índices de ventas en los centros automotrices de la provincia de Santa Elena,” Sathiri, pp. 61–70, 2016.

[4]A. Elorriaga, S. Usin, and A. Garcia, “Evolución del community manager en las pymes del País,” El Prof. la Inf., vol. 27, no. 3, p. 651, 2018.

[5]E. Figueroa, F. Hernandez, M. Gonzalez, and D. Delia, “Comercio electrónico como factor competitivo en las micro, pequeñas y medianas empresas del sector comercial en el Estado de Durango,” Rev. Int. Adm. Finanz., vol. 6, no. 3, pp. 29–44, 2013.

[6]M. Estévez and D. Fabrizio, “Advertising Effectiveness: An Approach Based on What Consumers Perceive and What Advertisers Need,” Open J. Bus. Manag., vol. 02, no. 03, pp. 180–188, 2014.

[7]A. Hoyos and M. Lasso, “Pymes como modelo económico en la creación de estrategias de comunicación,” Retos, vol. 7, no. 13, p. 59, 2017.

[8]W. Ibarra, J. Escalante, L. Ballesteros, and C. Guerrero, “Redes Sociales Como Herramienta De Compromiso De Marca Del Sector Comercial,” Rev. Investig. Enlace Univ., vol. 17, no. 1, pp. 56–64, 2018.

[9]C. Janischewski, “Maximising advertising effectiveness,” Newsp. Tech., vol. 3, no. MAY, pp. 10–14, 2007.

[10]R. Jiménez, “La publicidad, una estrategia de éxito para las micro, pequeñas y medianas empresas de la región centro y suroeste del Estado de Hidalgo,” Inquietud Empres., vol. 14, no. 2, pp. 133–152, 2015.

[11]F. Rejón, J. Sánchez, and F. Muñoz, La respuesta del consumidor a la publicidad en redes sociales. Análisis del efecto de la presión publicitaria y la experiencia., Primera. Granada: Editorial de la Universidad de Granada, 2013.

[12]C. Eldridge, “Advertising effectiveness-how can it be measured ?,” J. Mark., vol. XXII, no. 3, pp. 241–251, 1958.

[13]O. Oliveros, D. Waked, C. Peña, and J. Lechuga, “Diagnóstico Sobre la Planeación del Mercadeo en las Pymes de Boyacá,” Desarro. Gerenc., vol. 9, no. 2, pp. 68–87, 2018.

[14]D. Sabharwal, “Advertisements and its Effectiveness in Various Medias : A Theoretical Review,” Aeronaut. Aerosp. Eng., vol. 2, no. 3, pp. 475–478, 2016.

[15]B. Resino, M. Collado, E. Talaya, and M. Navarro, “Analisis de la eficacia publicitaria en internet,” Investig. Eur. Dir. y Econ. la Empres., vol. 14, pp. 160–176, 2008.