El Momento Psicológico, Instrumento Estratégico En La Selección De Medios
DOI:
https://doi.org/10.37646/xihmai.v2i4.97Abstract
RESUMEN
El objetivo general de la investigación fue: medir el incremento en la efectividad de la comunicación comercial, a partir de considerar el momento psicológico como elemento en la selección de medios en el caso de revistas juveniles. El estado del arte se definió en cuanto a dos aspectos que son: la percepción y la efectividad de los medios que son las variables de la hipótesis.
Para alcanzar estos objetivos se utilizó un método experimental con grupo de control. La muestra fue de 395 personas que de acuerdo con los resultados del estudio tuvo un nivel de error real de 4.24%.
Los resultados permitieron probar la hipótesis, lo que significa que la selección de medios debe considerar el concepto de Momento Psicológico, debido a que la efectividad en la comunicación es estadísticamente significativa.
ABSTRACT
The overall objective of the research was to measure the increase in the effectiveness of business communication, from the time considered as psychological moment in the selection of advertising media in the case of youth magazines. The state-of-the-art was defined as far as two aspects that are the perception and the effectiveness of the advertising media that are the variables of the hypothesis. We use an experimental method to control group to achieve these goals. The sample included 395 people who agree with the results of the survey had a standard error of 4.24% real.
The results prove the hypothesis, which means that the selection of advertising media must consider the concept of Psychological Moment, due to effective communication is statistically significant.
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Copyright (c) 2012 Sergio Salvador Pérez Barocio
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