Evaluación y Optimización de la Inversión en Medios Publicitarios

Abstract

In a volatile economic environment, many financial institutions have seen considerable fluctuations in their share prices following the launch of digital advertising campaigns. in their share prices following the launch of digital advertising campaigns. While these campaigns increase brand recognition, they are often associated with significant volatility in the market. This phenomenon underscores the importance of strategically aligning marketing efforts with financial objectives to mitigate risks and take advantage of opportunities. financial objectives in order to mitigate risks and take advantage of opportunities. Marketing in the banking sector is crucial not only for attracting new customers, but also for maintaining the loyalty of current and improving loyalty of existing customers and improve brand perception. Marketing investments can directly influence share price. directly influence stock prices. This study will analyze how investments in different advertising media specifically impact the stock performance of financial institutions. stock performance of financial institutions. Detailed data will be collected on advertising investments and stock prices. and stock prices will be collected. This data will be analyzed to forecast and optimize the long-term impact. long-term impact. In addition, optimization methods will be applied to determine the best allocation of the advertising portfolio and minimize risk. portfolio and minimize risk. A crucial aspect is the sensitivity and robustness of the model. Various approaches and techniques will be tested to ensure that the final recommendations are reliable and practical. Various methodologies will be evaluated to provide a holistic view. The results will provide valuable insights on how to maximize the return on marketing investment and improve financial performance through a well-planned strategy. In summary, the aim is to link marketing efforts with stock performance from a statistical point of view, offering practical data-driven recommendations to improve the effectiveness of advertising investments and strengthen the competitive position in the marketplace, as well as statistical results and procedures.