El poder emocional de las campañas publicitarias conceptualizadas con dichos y refranes popularesEl caso de la cerveza Poker en Colombia

  1. Sánchez-Crespo, Isidro 1
  2. Carrasco-Santos, María Jesús 2
  3. Soto Zambrano, Carlos Alberto 3
  4. Cristófol-Rodríguez, Carmen 4
  1. 1 Director del Máster Universitario en Marketing. Universidad Europea de Madrid (España)
  2. 2 Profesora del Departamento de Economía y Administración de Empresas. Área de Comercialización e Investigación de Mercados. Universidad de Málaga (España)
  3. 3 Máster en Neuromarketing. Universidad Internacional de La Rioja (UNIR) (España)
  4. 4 Profesora titular de Comunicación y Relaciones Públicas. Universidad de Málaga (España)
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Revue:
Revista de marketing y publicidad

ISSN: 2659-3904,  2792-405X

Année de publication: 2022

Número: 5

Pages: 7-41

Type: Article

DOI: 10.51302/MARKETING.2022.856 DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Revista de marketing y publicidad

Résumé

This work proposes an approach to the effectiveness and emotional power of advertising campaigns to generate insights or relevant experiences in consumers through elements of popular culture in Colombia. The case of Poker beer and its impact on different groups of the Colombian public is analyzed. The main objective is to evaluate the emotional connection generated by Poker advertising campaigns in relation to their conceptualization of friendship and the use of popular sayings and proverbs, through the application of qualitative research and neuromarketing techniques. The Poker brand has constantly evolved based on its promise of value, moving from a completely logical and rational conception of the characteristics of the product to a completely emotional and intuitive conception based on vital experiences of the daily life of the Colombian public. It is validated that the line of the communicational message that they have developed based on sayings and proverbs has had a great impact on people, has generated a positive perception and greater engagement of them towards the brand. This research has responded to the objective set at the beginning of this work regarding the evaluation of the effectiveness of beer advertising campaigns conceptualized with Colombian sayings or proverbs and the emotional connection they generate in the public.

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