Experiência e teoria em decisões publicitárias entre gerentes de marketing
DOI:
https://doi.org/10.26439/contratexto2023.n40.6265Palavras-chave:
publicidade, tomada de decisões, decisões publicitárias, gerentes de marketingResumo
Os gerentes de marketing estão constantemente tomando decisões sobre publicidade. Porém, escassamente a literatura examinou a compreensão de como apublicidade funciona. Este estudo examina se o raciocínio subjacente às decisões publicitárias dos gerentes de marketing está baseado ou é consistente com o que é relatado na literatura científica sobre o desempenho e a eficácia da publicidade. Foi realizada a análise qualitativa, a partir da técnica de análise de codificação estrutural, com base nas proposições de uma meta-análise da eficácia da publicidade focada nos insumos e resultados. Os dados foram obtidos mediante entrevistas com gerentes de marketing de diversos setores. Os resultados indicam que o raciocínio subjacente nas decisões se baseou na experiência profissional e em suposições implícitas, sem a necessidade de apoiar o raciocínio com conhecimento da literatura especializada. Este estudo fornece dados sobre o alcance do entendimento dos gerentes de marketing sobre como a publicidade funciona e como esse entendimento influencia suas decisões.
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