Resumen

TORRES, Eduardo  y  MUNOZ, Juan Pablo. Publicidad exterior: Estudio exploratorio de recordación de marca y motivación de compra . Revista Venezolana de Gerencia [online]. 2006, vol.11, n.36, pp.581-594. ISSN 1315-9984.

This study is focused on the analysis of brand recall and purchase motivation of consumers exposed to outdoor advertising. An exploratory research based on personal interviews conducted in different places and subway stations (Metro) in the city of Santiago de Chile, allowed for the identification of factors influencing brand recall in outdoor advertising, such as design, colors, localization and geographic coverage. The study also allowed us to state the hypothesis that an important percentage of consumers are motivated to purchase by outdoor advertising, with no significant differences in demographic characteristics, such as age and gender. At the end of the article, future research lines are suggested, in order to conclusively validate these results.

Palabras clave : Brand recall; purchase motivation; outdoor advertising.