Marketing executives make constant decisions regarding advertising. However, scant literature has examined their understanding of how advertising works. This study analyzes whether the underlying reasoning in the advertising decisions of marketing executives is based on or is in line with the scientific literature on advertising functioning and effectiveness. A qualitative analysis and a structural coding analysis technique were conducted based on the propositions of a meta-analysis on advertising effectiveness focused on advertising inputs and outcomes. The study obtained data through interviews with marketing directors from various sectors. Findings indicate that marketing executives base their decisions on professional experience and implicit assumptions rather than on what the literature indicates. This study provides insights into the extent of marketing executives' understanding of...

Several studies mention that experience, feeling and knowledge are the factors that intervene in a purchase decision influenced by advertising stimuli. However, there is little literature exploring the criteria of marketing managers on how they understand how advertising works on individuals. The way of understanding this phenomenon determines their decisions and assessment of advertising effectiveness. This exploratory study aims to identify the criteria behind marketing managers in their advertising decisions and whether they are grounded on a theoretical model or an empirical framework. A qualitative methodology was used, based on interviews to marketing managers from the city of Lima. The qualitative analysis was done using a descriptive coding technique. The results indicate that their decisions are grounded on life experiences, on which they generate their own theoretical models to...

El mercado objetivo del proyecto es la población de Lima metropolitana, en los NSE A, B y C. Asimismo, la demanda se ajustó con los resultados de la encuesta con la intención de compra de 60%. Con estas consideraciones la demanda estimada es de 575,551 frascos de mantequilla de castañas con chocolate al iniciar el proyecto con una oferta objetivo de 294,131 frascos el primer año y 575,551 para el quinto año de funcionamiento (último año). Los competidores actuales en el mercado limeño son la empresa Ferrero con el producto Nutella, Wong con su propia crema de avellanas (Producida por Wilhellm Reuss GmbH & Co. KG), Krüger Gruppe con el producto Pasta Nussa, Congra Food con el producto Peater Pan Peanut Butter, Tottus con su crema de avellanas (Producida por Nutkao S.R.L.) y finalmente la empresa peruana Unión con la mantequilla de maní Unión.

Marketing executives make constant decisions regarding advertising. However, scant literature has examined their understanding of how advertising works. This study analyzes whether the underlying reasoning in the advertising decisions of marketing executives is based on or is in line with the scientific literature on advertising functioning and effectiveness. A qualitative analysis and a structural coding analysis technique were conducted based on the propositions of a meta-analysis on advertising effectiveness focused on advertising inputs and outcomes. The study obtained data through interviews with marketing directors from various sectors. Findings indicate that marketing executives base their decisions on professional experience and implicit assumptions rather than on what the literature indicates. This study provides insights into the extent of marketing executives' understanding of...

Los directivos de marketing toman constantes decisiones relativas a la publicidad. Sin embargo, escasa literatura ha examinado su entendimiento sobre cómo funciona la publicidad. Este estudio analiza si el razonamiento subyacente en las decisiones publicitarias de los directivos de marketing se basa o es concordante con lo reportado en la literatura científica sobre el funcionamiento y efectividad publicitaria. Se llevó a cabo un análisis cualitativo y una técnica de análisis de codificación estructural, basados en las proposiciones de un metaanálisis sobre efectividad publicitaria centrado en los insumos y resultados de la publicidad. Los datos se obtuvieron mediante entrevistas con directores de marketing de diversos sectores. Los hallazgos indican que el razonamiento subyacente a las decisiones se basa en la experiencia profesional y en suposiciones implícitas, sin necesidad ...