LA PROPOSTA DI UN MODELLO AD EQUAZIONI STRUTTURALI PER LA MISURAZIONE DELL'EFFICACIA PUBBLICITARIA

Translated title of the contribution: [Autom. eng. transl.] THE PROPOSAL OF A STRUCTURAL EQUATION MODEL FOR THE MEASUREMENT OF ADVERTISING EFFECTIVENESS

Amedeo Pasquale De Luca

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

[Autom. eng. transl.] Measuring the effectiveness of corporate communication is - traditionally - the basic problem of the company's total communication activity. In this paper an innovative solution to this problem is proposed, based on the use of the methodology of "structural equations with latent variables" (Structural Equation Modeling - SEM). With this methodology, on the basis of a "conceptual construct", summarizing the elements and processes that act on a communication system, the relationships between multiple "dimensions" (latent factors) are analyzed and evaluated - in an integrated manner - of the studied phenomenon, causally related to each other (Path Analysis). In this way, the effectiveness of the "activity" of total communication with a product is measured.
Translated title of the contribution[Autom. eng. transl.] THE PROPOSAL OF A STRUCTURAL EQUATION MODEL FOR THE MEASUREMENT OF ADVERTISING EFFECTIVENESS
Original languageItalian
Title of host publicationCOMMUNICATIVE BUSINESS, Scritti in onore di Edoardo Teodoro Brioschi
EditorsRossella C. Gambetti
Pages285-304
Number of pages20
Publication statusPublished - 2013
Externally publishedYes

Keywords

  • analisi fattoriale
  • efficacia pubblicitaria
  • equazioni strutturali
  • variabili latenti

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