Measurement model for the advertising influence on the client´s commercial conduct: an inductive mathematical proposal

Abstract

The paper presents the proposal for the generation of a mathematical indicator linked to the measurement and management
of the customer´s commercial conduct, presenting this model from an evaluative and practical perspective.
The proposed model presents the measurement of the impact of the advertising message, followed by the contact
factor between customers, as well as the advertising motivational coefficient generated on the basis of real sales.
Once these three indicator´s conformant elements are explained, they are merge into a single equation called the
Behavioral Advertising Indicator, which allows the correct evaluation of the advertising campaigns as well as the
business decision making process.