La eficacia publicitaria de las campañas sobre la igualdad de género: análisis de la codificación y del plan de medios

Abstract

This article analyses the aspects, which have been tried and tested for commercial advertising, that contribute to the advertising effectiveness of two institutional campaigns focused on equal opportunities for men and women. Information was collected from Infoadex, AIMC (Spanish Media Research Association) and five discussion groups. The results suggest that effectiveness is related to the categories that are revealed by the message, the financial investment made and the impact of the campaign. It is concluded that the model and the data used constitute a valid reference for assessing this kind of advertising. However, further research and the creation of more messages that specifically take into account the effect they will have on the general public are necessary in order to achieve the objectives set.