摘要：This study explores several factors in order to establish which are the mostimportant in driving local newspaper readers to buy, visit shops and lookfor additional information about products or services promoted by ads. Thebehavior in the process of buying is a consequence of a complex interplayamong cultural, social, personal and psychological dimensions. This pro-cess –which occurs prior to the action– has relevant implications and mar-keting departments should pay attention to it. A series of hypotheses basedon how advertising appeals to consumers and how it affects decision ma-king at the time of buying are tested using a survey administered to a sam-ple of 1,333 respondents in Chile. A discriminant analysis is also performedto find out why some newspapers readers are driven to buy goods or servi-ces, visit a shop or search for more information. The results show that theappeal of the deal advertised is the single most important factor in explai-ning subsequent consumer behavior.
其他摘要：This study explores several factors in order to establish which are the mostimportant in driving local newspaper readers to buy, visit shops and lookfor additional information about products or services promoted by ads. Thebehavior in the process of buying is a consequence of a complex interplayamong cultural, social, personal and psychological dimensions. This pro-cess –which occurs prior to the action– has relevant implications and mar-keting departments should pay attention to it. A series of hypotheses basedon how advertising appeals to consumers and how it affects decision ma-king at the time of buying are tested using a survey administered to a sam-ple of 1,333 respondents in Chile. A discriminant analysis is also performedto find out why some newspapers readers are driven to buy goods or servi-ces, visit a shop or search for more information. The results show that theappeal of the deal advertised is the single most important factor in explai-ning subsequent consumer behavior.
关键词：Advertising; newspaper; effectiveness; media marketing. (Source: UnescoThesaurus). Publicidad; periódico; efectividad; mercadeo en medios de comunicación.(Fu...
其他关键词：Advertising; newspaper; effectiveness; media marketing. (Source: UnescoThesaurus).
