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Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica

dc.contributor.authorRavina Ripoll, Rafaelspa
dc.contributor.authorNuñez Barriopedro, Estelaspa
dc.date.accessioned2019-02-12T00:44:36Z
dc.date.available2019-02-12T00:44:36Z
dc.date.issued2017-09-04
dc.identifier.citationRavina Ripoll, R., & Nuñez Barriopedro, E. (2017). Análisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídica. JURÍDICAS CUC, 13(1), 9-28. https://doi.org/10.17981/juridcuc.13.1.2017.01spa
dc.identifier.issn1692-3030, 2389-7716 electrónicospa
dc.identifier.urihttp://hdl.handle.net/11323/2394spa
dc.description.abstractLas agencias que participan en sistemas de evaluación competitiva, acuden a los festivales de publicidad donde la creatividad es especialmente valorada. El objetivo de este trabajo es medir y analizar la posición actual de las agencias de publicidad Colombianas en el Ranking Iberoamericano de Publicidad. Para ello, se evalúa la competitividad de las agencias a través de su nivel de creatividad y según una ponderación rigurosa de los premios que obtienen y los festivales en los que son galardonados. Asimismo, se estudia la tendencia y se realiza una clasificación de agencias según su posición y puntuación en el ranking de Publicidad. El cálculo del valor de las agencias para una edición se hace sobre los premios recibidos en los dos años anteriores. Para el caso de Colombia, se analizan el ranking de agencias 2014, 2015 y 2016 para una muestra total de 69, 98 y 73 agencias respectivamente en Colombia. Se observa que las mejor situadas son las agencias internacionalesspa
dc.description.abstractAdvertising 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 Rank-ing. 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 cal-culation 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 Colombiaeng
dc.format.mimetypeapplication/pdfspa
dc.language.isospa
dc.publisherCorporación Universidad de la Costaspa
dc.relation.ispartofseriesJURÍDICAS CUC; Vol. 13, Núm. 1 (2017)spa
dc.sourceJURÍDICAS CUCspa
dc.subjectCreatividadspa
dc.subjectCompetitividadspa
dc.subjectAgencias publicitariasspa
dc.subjectRankingspa
dc.subjectTendenciaspa
dc.titleAnálisis del nivel de competitividad empresarial en el panorama publicitario colombiano fundamentada en el éxito creativo y la responsabilidad ética y jurídicaspa
dc.typeArtículo de revistaspa
dc.identifier.urlhttps://doi.org/10.17981/juridcuc.13.1.2017.01spa
dc.source.urlhttps://revistascientificas.cuc.edu.co/juridicascuc/article/view/1662spa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.identifier.doi10.17981/juridcuc.13.1.2017.01spa
dc.identifier.eissn2389-7716spa
dc.identifier.instnameCorporación Universidad de la Costaspa
dc.identifier.pissn1692-3030spa
dc.identifier.reponameREDICUC - Repositorio CUCspa
dc.identifier.repourlhttps://repositorio.cuc.edu.co/spa
dc.relation.ispartofjournalJURÍDICAS CUCspa
dc.relation.ispartofjournalJURÍDICAS CUCspa
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dc.title.translatedAnalysis of the level of competitiveness business in the Colombian advertising scene based on creative success
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