期刊名称：Communication & Society (Formerly Comunicación y Sociedad)
电子版ISSN：2386-7876
出版年度：2013
卷号：26
期号：2
页码：131-146
出版社：Universidad de Navarra
摘要：Engagement is now a necessity for marketers in need to reach their customers. This paper studies how nine different experiences are related to the advertising effectiveness of magazines. The results of a regression model show that seven of them are statistically significant predictors of advertising effectiveness. On the one hand, when readers experience content that they can talk about and share, makes them part of a community, inspire their lives and gives them a timeout of daily routine, then the advertising those magazines is more effective. On the other hand, when readers experience unreliable ads and an overload of them, advertising effectiveness is negatively affected. The findings are relevant for further studies on media experiences and its effects on advertising and also for magazine publishers who need to strength selling arguments in times of high media competition and cornucopia of content. -------------------------------------------------------------------- El vínculo que se genera entre un medio de comunicación y sus lectores (audiencia) hoy en día es un requisito para poder marcar diferencia en un mercado altamente competitivo como lo es el sector de las revistas. Este trabajo estudia nueve experiencias que evoca en las personas la lectura de revistas y como éstas se relacionan con la efectividad publicitaria. Los resultados se generan gracias a un modelo de regresión en el que se muestra como siete de ellas son predictoras en la efectividad de sus anuncios. Los resultados son relevantes y son de ayuda para el desarrollo de nuevas investigaciones, pero sobre todo para los medios de comunicación que pueden medir el efecto sobre la publicidad y conseguir argumentos más sólidos para sumar y retener anunciantes cada vez más exigentes.
其他摘要：Engagement is now a necessity for marketers in need to reach their customers. This paper studies how nine different experiences are related to the advertising effectiveness of magazines. The results of a regression model show that seven of them are statistically significant predictors of advertising effectiveness. On the one hand, when readers experience content that they can talk about and share, makes them part of a community, inspire their lives and gives them a timeout of daily routine, then the advertising those magazines is more effective. On the other hand, when readers experience unreliable ads and an overload of them, advertising effectiveness is negatively affected. The findings are relevant for further studies on media experiences and its effects on advertising and also for magazine publishers who need to strength selling arguments in times of high media competition and cornucopia of content.
