The objective of this project is to provide an integral picture of the impact of technology in the communication and information of promotional events to optimize and measure, as well as consumer’s evaluation.Įste Documento de Trabajo (DT) intenta explorar las dimensiones de las industrias culturales en español en Estados Unidos.

Taking into consideration ICT development and how it easily interacts directly with the consumer, this reflects the importance, which up to now has been taken for granted or discovered through other alternative methods (surveys) with little repercussion, of finding out what our consumer is interested in. In other words a lot of brands spend more on design and implementation of the different promotions than what they invest in advertising. Our experience and information published by different companies, manufacturers, promotional and advertising agencies, confirms that the investment by large companies in sales promotions in comparison to investment in advertising is growing, a ranking of 60/40. Given the current economic environment combined with intense competition any investment in advertising by manufacturers is subject to more profitability controls, a need for short term results and at the same time measurable, two characteristic of promotional activity. The need for brands to reach consumers, everyday more and more dispersed in mass advertising media, has lead to new communication and information tools, capable of segmenting messages, measuring and scoring audience attention span and reach/make contact with the consumer where and when they make their purchase decision more effectively. In summary, ICT opens a new market for dynamic, interactive and promotional marketing. As well as moving a step forward in consumer segmentation applying the “consumption occasions” and “purchase decision making” concept.

We can obtain consumer information directly and therefore have an influence on purchase behaviour or possibly act as a prescriber. The theme for this thesis comes from the Digital and Interactive Marketing boom and its application to ICT, concepts and tools stimulating both academic and business interests on an investigation level.

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