文章基本信息

标题：Cómo crear una campaña de comunicación integrada: propuesta metodológica a través del nivel de consistencia del mensaje
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作者：María Angeles Navarro Bailón ; Elena Delgado Ballester ; María Sicilia Piñero 等
期刊名称：Universia Business Review
印刷版ISSN：1698-5117
出版年度：2010
卷号：2
期号：26
出版社：Universia Business Review
摘要：Consistency in messages that a brand communicates among multiple communication tools is the main criterion when developing an integrated marketing communication campaign. However, at to date no study has developed a methodology that serves as a basis for design consistent messages. The present study presents an experimental methodology and explains how to manipulate the level of consistency in the messages sent through two different communication tools (advertising and sponsorship). Furthermore it provides empirical evidences along the process to better illustrate the decisions made in each phase of that process.
其他摘要：Consistency in messages that a brand communicates among multiple communication tools is the main criterion when developing an integrated marketing communication campaign. However, at to date no study has developed a methodology that serves as a basis for design consistent messages. The present study presents an experimental methodology and explains how to manipulate the level of consistency in the messages sent through two different communication tools (advertising and sponsorship). Furthermore it provides empirical evidences along the process to better illustrate the decisions made in each phase of that process.