This paper describes the process of efficacy evaluation of an advertising campaign (which used two types of media: TV and outdoor media) of a specific product from a multinational company in the health and beauty care segment. It was observed through quantitative analysis that the use of the main medium (TV) showed a moderate to strong correlation with the product’s unit sales throughout the campaign, being responsible for the generation of additional sales. However, the impact of the support media (outdoor) did not generate additional sales alone, but helped to strengthen and to last longer the effects of the main medium. The analysis of the whole campaign showed that it increased sales in the short term but it did This paper describes the process of efficacy evaluation of an advertising campaign (which used two types of media: TV and outdoor media) of a specific product from a multinational company in the health and beauty care segment. It was observed through quantitative analysis that the use of the main medium (TV) showed a moderate to strong correlation with the product’s unit sales throughout the campaign, being responsible for the generation of additional sales. However, the impact of the support media (outdoor) did not generate additional sales alone, but helped to strengthen and to last longer the effects of the main medium. The analysis of the whole campaign showed that it increased sales in the short term but it did not alter the previous level of sales. These non-satisfactory results were also confirmed through marginal analysis of the return on investment.

Este trabajo describe el proceso de evaluación de la eficacia de un campaña de propaganda (que usó dos tipos de medio de comunicación: televisión y exterior – busdoor) para un producto específico en una empresa multinacional de salud y belleza.Por medio del análisis cuantitativo, se comprobó que el uso del medio principal (TV) presentó una correlación de moderada a fuerte con las ventas unitarias del producto durante la campaña y fue responsable por la generación de ventas adicionales. En el caso del medio de apoyo (busdoor), se observó que no fue capaz de generar un aumento en las ventas aisladamente, pero ayudó a acentuar y prolongar en las ventas, los efectos del medio principal. El análisis global   muestra que la campaña logró aumentar las ventas a corto plazo, pero no modificó el nivel medio anterior a su inicio, una conclusión que resulta reforzada por el análisis marginal del retorno sobre la inversión que mostró que el resultado de la campaña no fue satisfactorio.