Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica
Advertising Agencies that participate in competitive evaluation systems go to the advertising festivals where creativity is especially valued. The aim of this work is to measure and analyze the current position of Colombian advertising agencies in the Iberoamerican Advertising Ranking. In order to t...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | Spanish |
| Published: |
2017
|
| Subjects: | |
| Online Access: | https://dialnet.unirioja.es/servlet/oaiart?codigo=6226314 |
| Source: | Jurídicas CUC, ISSN 1692-3030, Vol. 13, Nº. 1, 2017, pags. 9-28 |
| Tags: |
Add Tag
No Tags: Be the first to tag this record
|
| Summary: |
Advertising Agencies that participate in competitive evaluation systems go to the advertising festivals where creativity is especially valued. The aim of this work is to measure and analyze the current position of Colombian advertising agencies in the Iberoamerican Advertising Ranking. In order to this, the competitiveness of the agencies is evaluated through their level of creativity and according to a rigorous weighting of the prizes they get and the festivals in which they are awarded. Likewise, the trend is studied and a classification of agencies according to their position and score in the ranking of Advertising is made. The calculation of the value of the agencies for an edition is made on the prizes got at the two previous years. For the case of Colombia, we analyze the ranking of agencies 2014, 2015 and 2016 for a total sample of 69, 98 and 73 agencies respectively in Colombia. |
|---|