Comparación del retorno de inversión en publicidad tradicional, digital y Trade Marketing aplicado a productos de consumo masivo en Ecuador

Abstract

This study analyzes the return on investment (ROI) of traditional advertising, digital advertising, and trade marketing in consumer goods companies in Ecuador. A quantitative, the research applied a non-experimental, cross-sectional design was applied, using survey data collected from 20 enterprises in the industry in the sector. The analysis indicates a positive relationship connecting advertising performance and return on investment. Digital advertising achieved the highest perceived profitability, followed by trade marketing, while traditional advertising remained relevant mainly for brand positioning purposes. The findings suggest that an integrated use of advertising strategies contributes to improved business performance and supports more efficient decision-making regarding marketing investment in consumer goods companies.