Los que “piensan” la publicidad televisiva

Abstract

¿How effective is television publicity? ¿An ad winning a national or international award for creativity is, necessarily, an ad that sales? ¿Does television publicity generates a mayor remember on goal consumer? This are some of the questions that some advertising industry actors ask while realizing campaigns, buying spaces in media or, simply, evaluating sales results in relation to previous or future periods. This hudge power attached to the “dreams machine”, “stupid box”, or however you want to call it, is more and more questioned. The present text doesn’t pretend to be a merely academic analysis, it rather is an invitation to reflect on television advertising phenomenon from knowing what this activity represents for the own business of television and publicity agencies, until getting to what every announcer aims: purchase and loyalty of the consumer towards his product.