CAMPAÑA COMUNICACIONAL PARA EL FRUTO CHONTADURO COMO INGREDIENTE DE REPOSTERÍA Y SU COMERCIALIZACIÓN EN EL SECTOR LA AURORA DEL CANTÓN DAULE
Fecha
2017-03
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UNIVERSIDAD DE GUAYAQUIL
Resumen
El chontaduro también conocido como chonta, es un fruto que se desarrolla en el Ecuador
específicamente en la región amazónica. El chontaduro es poco conocido en el país y por ende
no está siendo aprovechado al máximo los beneficios que posee dicho fruto. Por esta razón que
mediante el siguiente trabajo de titulación se pretende realizar una campaña comunicacional
del fruto chontaduro en el sector de La Aurora. Para el desarrollo de la campaña comunicacional
se tuvieron que elaborar procesos para la elaboración de la misma, se analizó información
concerniente al chontaduro y se definió el grado de aceptación por parte de los consumidores.
Se empleó la investigación de campo, la cual consistió en que la autora acuda hasta el lugar
donde se desarrolla la problemática. Para ello se utilizaron encuestas, instrumento que permite
obtener información de una forma clara y precisa para luego analizar e interpretar los resultados
conseguidos. Finalmente, la propuesta fue enfocada en crear una campaña comunicacional
donde se logre informar a los moradores del sector La Aurora sobre el uso del chontaduro.
Además, la creación de esta campaña benefició al público en general, puesto que mediante redes
sociales, volantes y afiches se transmitió de manera correcta los nutrientes y características del
chontaduro
The chontaduro also known as chonta, is a fruit that develops in Ecuador specifically in the Amazon region. The chontaduro is little known in the country and therefore is not being taken full advantage of the benefits this fruit has. It is for this reason that by the next job titration intends to conduct a communication campaign about the fruit chontaduro in the La Aurora. To develop the communication campaign had to develop processes for the preparation thereof, information concerning the chontaduro was analyzed and the degree of acceptance was defined by consumers. In this study, field research was used, which was that the author go to where the problem develops. For this survey, an instrument that provides information in a clear and precise to then analyze and interpret the results obtained were used. Finally, the proposal was focused on creating a communications campaign which is achieved inform the sector confectioners La Aurora on using the chontaduro. Furthermore, the creation of this campaign benefited the general public as through social networks, flyers and posters are transmitted correctly nutrients and characteristics of chontaduro.
The chontaduro also known as chonta, is a fruit that develops in Ecuador specifically in the Amazon region. The chontaduro is little known in the country and therefore is not being taken full advantage of the benefits this fruit has. It is for this reason that by the next job titration intends to conduct a communication campaign about the fruit chontaduro in the La Aurora. To develop the communication campaign had to develop processes for the preparation thereof, information concerning the chontaduro was analyzed and the degree of acceptance was defined by consumers. In this study, field research was used, which was that the author go to where the problem develops. For this survey, an instrument that provides information in a clear and precise to then analyze and interpret the results obtained were used. Finally, the proposal was focused on creating a communications campaign which is achieved inform the sector confectioners La Aurora on using the chontaduro. Furthermore, the creation of this campaign benefited the general public as through social networks, flyers and posters are transmitted correctly nutrients and characteristics of chontaduro.
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Palabras clave
PUBLICIDAD, COMERCIALIZACIÓN, CAMPAÑA COMUNICACIONAL, CHONTADURO
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APA