Los medios digitales de moda, ¿son los más efectivos? Metodología Mier Uribe (MeMU): Nueva medición de la efectividad de la publicidad en los medios de comunicación

Since the launching of social media such as Facebook, Instagram, Pinterest and recently TikTok, to mention some of the most successful ones, adopting this type of digital media has generated an unprece-dented attraction, mainly in the younger generations. However, at the advertising level, are these the most efective media? Could it be that traditional offline media — old fashioned for the new generations— are no longer effective for advertising? Historically, the adverising industry has had several methods to measure its results; however, over the last decades, industry leaders have pointed out many shortcomings in the measuring techniques and doubts as to whether the chosen media are the most effective ones (greater impact at lower cost). Moreover, uncertainty grows as traditional offline media are joined by a great diversity of online digital media. The new Mier Uribe Methodology (MeMU) aims to answer these and many other questions, with the ul-timate goal of ensuring that the most effective media are selected for advertising. Through four research studes, MeMU identifies the specific market of the product to be advertised, the media consumed by that market, the level of impact of each of those media and, finally, a cost comparison. As a result, MeMU guarantees to show-case the most effective media for advertising.

Introducción -- Objetivo -- Marco teórico -- Metodología y resultados -- Desarrollo de la metodología -- Análisis y conclusiones