Análisis de la percepción del mercado publicitario de la estrategia btl body paint, para la creación de una empresa de marketing directo
Fecha
2013-08-15
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Universidad de Guayaquil. Comunicación Social. Carrera de Publicidad y Mercadotecnia.
Resumen
El mercado publicitario de Guayaquil es muy competitivo, grandes marcas confían en agencias ubicadas en la ciudad y que por logística también tienen presencia en Quito, polos de desarrollo de la creatividad ecuatoriana, el autor del trabajo es un artista plástico que luego de haber trabajado por 35 años en las agencias de publicidad, decide invertir todos sus conocimientos en una estrategia BTL de comunicación y recordación de la marca llamada “Body Paint” o “Cuerpos Pintados”. Ubica en detalle el problema para establecer la correcta forma de investigar, escogió a los planificadores publicitarios como su mercado global. Determinó que el trabajo se podía concretar con la comprobación de dos hipótesis en las que señala la aceptación del servicio y de la empresa de marketing directo en el mercado. El marco teórico señala la importancia de la percepción visual, del color, la creatividad publicitaria y la creatividad en la recordación de la marca. Determinó como variable independiente la investigación en sí y como elemento que servirá para establecer la propuesta que se la denominó como variable dependiente de la investigación. Identifica a los beneficiarios a las empresas que a través de los gerentes de mercadeo, buscan en las agencias de publicidad las mejores estrategias para que el consumidor recuerde el producto e impacten en la recordación. Las encuestas fueron realizadas de varias maneras, desde la presencial hasta la telefónica, en ella se plantearon diez preguntas que fueron tabuladas y graficadas en detalle para comprender la respuesta de los encuestados de manera exacta y precisa sin apreciaciones subjetivas. La propuesta detalla todo un plan de implementación de una empresa de marketing directo y finaliza con la demostración de una tasa de retorno a la operación que afirma la viabilidad financiera, y posteriormente hace un cálculo del valor actual neto de la operación que demuestra que la propuesta también es viable de manera económica.
The advertising market is very competitive Guayaquil, big brands trust agencies located in the city and that logistics also have presence in Quito, poles of creativity development in Ecuador, the author of the work is an artist who after working for 35 years in advertising agencies, decides to invest all his knowledge in BTL communication strategy and brand recall called "Body Paint" or "Painted Bodies". Locate the problem in detail to establish the correct way to research, advertising planners chose as its global market. Determined that the work could be determined with the test of two hypotheses that indicates acceptance of service and direct marketing company in the market. The theoretical framework emphasizes the importance of visual perception, color, advertising creativity and creativity in brand recall. Determined as the independent variable and the research itself as an element which will establish the proposal was called as a dependent variable of the research. Identify beneficiaries to companies through marketing managers, looking at advertising agencies the best strategies for the consumer remember the product and impact on recall. The surveys were conducted in several ways, from the classroom to the phone, it was raised ten questions were tabulated and plotted in detail to understand the response of respondents to accurately and precisely without subjective interpretations. The proposal details a whole plan of implementing a direct marketing company and ends with the demonstration of a rate of return to the operation said the financial viability, and then makes a calculation of the net present value of the operation shows that the proposal is also economically feasible.
The advertising market is very competitive Guayaquil, big brands trust agencies located in the city and that logistics also have presence in Quito, poles of creativity development in Ecuador, the author of the work is an artist who after working for 35 years in advertising agencies, decides to invest all his knowledge in BTL communication strategy and brand recall called "Body Paint" or "Painted Bodies". Locate the problem in detail to establish the correct way to research, advertising planners chose as its global market. Determined that the work could be determined with the test of two hypotheses that indicates acceptance of service and direct marketing company in the market. The theoretical framework emphasizes the importance of visual perception, color, advertising creativity and creativity in brand recall. Determined as the independent variable and the research itself as an element which will establish the proposal was called as a dependent variable of the research. Identify beneficiaries to companies through marketing managers, looking at advertising agencies the best strategies for the consumer remember the product and impact on recall. The surveys were conducted in several ways, from the classroom to the phone, it was raised ten questions were tabulated and plotted in detail to understand the response of respondents to accurately and precisely without subjective interpretations. The proposal details a whole plan of implementing a direct marketing company and ends with the demonstration of a rate of return to the operation said the financial viability, and then makes a calculation of the net present value of the operation shows that the proposal is also economically feasible.
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PERCEPCION VISUAL, PERCEPCION DEL COLOR, CREATIVIDAD PUBLICITARIA, CREATIVIDAD EN LA RECORDACION