Eficacia de los emplazamientos publicitarios en El Diario Montañés

Abstract

ABSTRACT: I have made a market research for El Diario Montañés. It is a study about the effectiveness of advertising in the newspaper. I have studied and analyzed how advertising influences in the readers, and allowing to know the reading habits of readers of El Diario Montañés. I have also studied the supplements the journal, and which are the most interesting for readers. There are three research objectives: 1. Know which supplements are most popular for readers. 2. Reasons for buying El Diario Montañés. 3. Study which variables make an announcement or news to be better remembered. For the research I have made interviews in the street to know reader’s habits. Once the interviews where finished I got a sample of 64 people. Then, from the data obtained from those interviews, I made a series of tests, such as t-test, indices and graphs, to reach the following conclusions. The journal is the most read newspaper in Cantabria. The most readers buy the paper themselves, and often spend between 15 and 30 minutes in the reading. The main reason for buying the newspaper is information and regional news is the most read section. On the other hand, the supplements that accompany the newspaper are read for just 15 minutes, the most popular are XL Semanal and Mujer de Hoy. According to t-test analysis women focus more on supplements than men. In my opinion the newspaper should continue giving supplements to prevent discontent from readers. On the other hand, the advertising awareness is reduced. The people who register higher awareness index are women, people under 50, people who do not work and students. According to the characteristics of the ads, the most aware are ads printed in color, located on odd pages and the page size. So I think it is advisable that advertisers pay more to place their ads in places where readers pay attention. In this way, their investment will be returned. Due to limitations of this project, a future step could be to study which variables make an notice be more remembered that another.