LA INFLUENCIA DEL DISEÑO GRÁFICO EN EL DESARROLLO DE TÉCNICA PUBLICITARIA DIRIGIDA AL CENTRO COMERCIAL PLAZA MAYOR DE GUAYAQUIL.
Archivos
Fecha
2017-01
Título de la revista
ISSN de la revista
Título del volumen
Editor
UNIVERSIDAD DE GUAYAQUIL
Resumen
La investigación gira en torno a la situación actual por la que atraviesa el
Centro Comercial Plaza Mayor, debido al escaso uso de comunicación visual
que maneja, lo que ha producido la pérdida del interés de los compradores,
la poca afluencia de personas y bajo desempeño en las actividades
comerciales, ya que dicha publicidad es expuesta solamente en sus
instalaciones y es de tres tipos, en roll up, volantes y afiches, las que ya no
son de ayuda, pues los consumidores en la actualidad son más exigentes en
cuanto a los mensajes que atraen su atención y los citados son publicidad
convencional de la que están saturados, por ello se propone como cambio a
esta situación, el uso de recursos diferentes, realizando una campaña
publicitaria con técnicas Below the line (BTL), o en español bajo la línea, la
cual fue escogida por sus altas dosis de creatividad, ingenio e innovación,
además de proporcionar buenos resultados a corto plazo, a segmentos de
mercado específicos e interactúa con el cliente llevándolo a crear emociones
con relación al producto, con esto se pretende dotar al centro comercial de
piezas gráficas creativas, estrategias marketeras y un eficiente manejo
publicitario que permita ayudar a su reactivación, devolverle el
reconocimiento que ha perdido y lograr el incremento de su clientela.
The investigation turns concerning the current situation for which it crosses the Shopping center Plaza Mayor, due to the scarce use of visual communication that handles, what has produced the loss of the interest of the buyers, few persons' inflow and under performance in the commercial activities, since the above mentioned publicity is exhibited only in its facilities and is of three types, in roll up, frills and posters, which are already not helpful, since the consumers at present are more demanding as for the messages that attract its attention and the said ones are a conventional publicity of the one that they are saturated, by it it is proposed like change to this situation, the use of different resources, realizing an advertizing campaign with skills Below the line (BTL), or in Spanish under the line, which was chosen by its high doses of creativity, ingenuity and innovation, in addition to providing good short-term results, to specific market segments and it interacts with the client leading it to creating emotions in relation to the product, with this it tries to be provided to the shopping center of creative graphic pieces, strategies marketeras and an efficient advertizing handling that allows to help to its revival, to return him the recognition that has lost and to achieve the increase of its clientele.
The investigation turns concerning the current situation for which it crosses the Shopping center Plaza Mayor, due to the scarce use of visual communication that handles, what has produced the loss of the interest of the buyers, few persons' inflow and under performance in the commercial activities, since the above mentioned publicity is exhibited only in its facilities and is of three types, in roll up, frills and posters, which are already not helpful, since the consumers at present are more demanding as for the messages that attract its attention and the said ones are a conventional publicity of the one that they are saturated, by it it is proposed like change to this situation, the use of different resources, realizing an advertizing campaign with skills Below the line (BTL), or in Spanish under the line, which was chosen by its high doses of creativity, ingenuity and innovation, in addition to providing good short-term results, to specific market segments and it interacts with the client leading it to creating emotions in relation to the product, with this it tries to be provided to the shopping center of creative graphic pieces, strategies marketeras and an efficient advertizing handling that allows to help to its revival, to return him the recognition that has lost and to achieve the increase of its clientele.
Descripción
PDF
Palabras clave
REACTIVACIÓN, PUBLICIDAD, COMUNICACIÓN VISUAL
Citación
APA