Análisis del Nivel de Competitividad Empresarial en el Panorama Publicitario Colombiano Fundamentada en el Éxito Creativo y la Responsabilidad Ética y Jurídica

Translated title of the contribution: Analysis of the level of business competitiveness in the Colombian advertising panorama based on creative success and ethical and legal responsibility

Estela Núnez Barriopedro, Rafael Ravina Ripoll

Research output: Contribution to journalArticle

Abstract

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 Co- lombian 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. Like wise, 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
Translated title of the contributionAnalysis of the level of business competitiveness in the Colombian advertising panorama based on creative success and ethical and legal responsibility
Original languageSpanish (Ecuador)
Pages (from-to)9-28
JournalJurídicas CUC
Volume13
Issue number1
DOIs
StatePublished - 31 Dec 2017

Keywords

  • Advertising agencies
  • Agencias publicitarias
  • Competitiveness
  • Competitividad
  • Creatividad
  • Creativity
  • Ranking
  • Tendencia.
  • Trend

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