Analysis of advertising media in automotive dealerships in Guasave, Sinaloa, México
Article Sidebar
Main Article Content
Abstract
This article is oriented on conducting a study of advertising media used in automotive dealerships in Guasave, Sinaloa, Mexico, to analyse the advertising media they use, the method used was mixed, with a descriptive approach, and data collection was carried out from November to December 2022. The results showed that automotive dealers increased the implementation of advertising resources through the Internet, adapting to the changes of consumers. However, they expressed that it is advisable to make a combination of both traditional and digital, to improve the massification of advertising information. The analysis obtained relevant information on the advantages and disadvantages of each advertising medium used, which supports companies in making decisions concerning media planning.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
C. Llopis-Albert, F. Rubio, and F. Valero, “Impact of digital transformation on the automotive industry,” Technol. Forecast. Soc. Change, vol. 162, p. 120343, Jan. 2021, doi: 10.1016/j.techfore.2020.120343.
A. M. Iglesias Alvarez, Medios y soportes de comunicación. España, 2020.
J. W. Wiktor and K. Sanak-Kosmowska, “The Competitive Function of Online Advertising. An Empirical Evaluation of Companies’ Communication Strategies in a Digital World,” Procedia Comput. Sci., vol. 192, pp. 4158–4168, 2021, doi: 10.1016/j.procs.2021.09.191.
C. Canales, “La publicidad digital: una alternativa de marketing ante la emergencia,” Real. Empres., no. 10, pp. 25–31, Dec. 2020, doi: 10.5377/reuca.v0i10.10575.
P. F. Zeng, R. Wang, A. P. S. Y. Li, and A. P. Z. Qu, “Social Media Advertising through Private Messages and Public Feeds: A Congruency Effect between Communication Channels and Advertising Appeals,” Inf. Manag., vol. 59, no. 4, p. 103646, Jun. 2022, doi: 10.1016/j.im.2022.103646.
A. Valencia, I. Palacios, J. Cedeño, and N. Collins, “Influencia del marketing digital en el proceso de decisión de compra,” Rev. Científica y Tecnológica UPSE, vol. 2, no. 1, Jun. 2014, doi: 10.26423/rctu.v2i1.38.
D. Timón Espinosa and A. García Tome, Organización y control del plan de medios de comunicación. 2017.
C. Hernando Martín, Plan de medios de comunicación e internet, 5th ed. España, 2015.
E. García Prado, Comercialización de productos y servicios en pequeños negocios o microempresas MF1790_3, 1st ed. Madrid España, 2015.
R. Hernández and C. Mendoza, Metodologia de la investigación: las rutas cuantativa, cualitativa y mixta. 2018. [Online]. Available: http://www.biblioteca.cij.gob.mx/Archivos/Materiales_de_consulta/Drogas_de_Abuso/Articulos/SampieriLasRutas.pdf
H. Ayuntamiento de Guasave, “Información de Guasave,” Dec. 10, 2017. http://guasave.gob.mx/s/informacion-de-guasave-2/ (accessed Feb. 24, 2021).
INEGI, “Comercio al por menor de automóviles y camionetas nuevos en Guasave, Sinaloa,” Directorio Estadístico Nacional de Unidades Económicas, 2020.
E. Giacosa, F. Culasso, and E. Crocco, “Customer agility in the modern automotive sector: how lead management shapes agile digital companies,” Technol. Forecast. Soc. Change, vol. 175, p. 121362, Feb. 2022, doi: 10.1016/j.techfore.2021.121362.
A. Sharma, R. Dwivedi, M. M. Mariani, and T. Islam, “Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model,” Technol. Forecast. Soc. Change, vol. 180, p. 121731, Jul. 2022, doi: 10.1016/j.techfore.2022.121731.
B. Gómez Nieto, “Análisis de la Publicidad digital en los sitios web españoles de mayor audiencia,” Razón y Palabra, vol. 20, no. 93, pp. 374–396, Apr. 2016, [Online]. Available: https://www.redalyc.org/articulo.oa?id=199545660024
M. C. Otero Gómez, W. Giraldo Pérez, and I. D. Giraldo Pérez, “IMPACTO DE LA PUBLICIDAD DE MARCA EN DIFERENTES MEDIOS DE COMUNICACIÓN MASIVA,” Luciérnaga-Comunicación, vol. 11, no. 21, pp. 156–171, Jun. 2019, doi: 10.33571/revistaluciernaga.v11n21a8.
M. Á. González Lobo, E. Carrero López, and G. Mariñas González, Manual de planificación de medios, 6th ed. Madrid, España, 2018.
G. Zamarreño Aramendia, Fundamentos de Marketing. Elearning, 2020.
F. del Castillo Díaz and M. D. García Sánchez, La publicidad contada por publicitarios. Madrid, España, 2018.
A. Medina, Introducción a la publicidad. España, 2015.