ELABORACIÓN DE UN PLAN PUBLICITARIO PARA POSICIONAR AL ASADERO LA ESQUINA DE ALES EN LA CIUDAD BABAHOYO, LOS RIOS AÑO 2017
Fecha
2017-03
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UNIVERSIDAD DE GUAYAQUIL
Resumen
El presente proyecto trata sobre la elaboración de un plan publicitario para posicionar el Asadero
la Esquina de Ales, que está situado en la ciudad de Babahoyo, la cual pertenece a la provincia de
Los Ríos, esta es una urbe que ocupa un territorio de unos 1.076 km², siendo la tercera provincia
del país por extensión territorial. A pesar, de que el asadero es conocido a nivel de costa y sierra,
se encuentra ingresando a este mercado, donde se está dando a conocer, por lo tanto fue necesaria
la elaboración de un plan publicitario. La autora al realizar la investigación pudo identificar el
problema de posicionamiento que tiene la sucursal ubicada en Local ubicado en Clemente
Baquerizo y 1 de Noviembre, debido al desconocimiento que tienen los clientes-visitantes del
lugar, este no comunica un mensaje claro y motivante que resalte los beneficios del asadero a los
habitantes de la ciudad. Se realizó una investigación descriptiva mediante la técnica de encuestas
a los habitantes que acudían con regularidad al asadero, a partir de esta se determinó cuáles serían
los beneficios diferenciadores y su valor agregado. Igualmente, los medios publicitarios adecuados
para poder difundir el mensaje, elaborar el plan publicitario, y posicionar adecuadamente el
Asadero la Esquina de Ales, .mismos que están descritos en la propuesta.
The present project deals with the elaboration of an advertising plan to position the Asadero Corner of Ales, which is located in the city of Babahoyo, which belongs to the province of Los Ríos, this is a city that occupies a territory of about 1,076 Km², being the third province of the country by territorial extension. Despite the fact that the asadero is known at the level of the coast and the sierra, it is entering this market, where it is being made known; therefore, it was necessary to draw up an advertising plan. The author was able to identify the problem of positioning that the branch located in Local located in Clemente Baquerizo and November 1, due to the ignorance that have the clients-visitors of the place, it does not communicate a clear and motivating message that stands out The benefits of the asadero to the inhabitants of the city. A descriptive research was carried out using the technique of surveys of the inhabitants who regularly visited the asadero, from which it was determined what would be the differentiating benefits and their added value. Likewise, the adequate publicity means to be able to spread the message, to elaborate the publicity plan, and to position the Asadero la Esquina de Ales, as described in the proposal.
The present project deals with the elaboration of an advertising plan to position the Asadero Corner of Ales, which is located in the city of Babahoyo, which belongs to the province of Los Ríos, this is a city that occupies a territory of about 1,076 Km², being the third province of the country by territorial extension. Despite the fact that the asadero is known at the level of the coast and the sierra, it is entering this market, where it is being made known; therefore, it was necessary to draw up an advertising plan. The author was able to identify the problem of positioning that the branch located in Local located in Clemente Baquerizo and November 1, due to the ignorance that have the clients-visitors of the place, it does not communicate a clear and motivating message that stands out The benefits of the asadero to the inhabitants of the city. A descriptive research was carried out using the technique of surveys of the inhabitants who regularly visited the asadero, from which it was determined what would be the differentiating benefits and their added value. Likewise, the adequate publicity means to be able to spread the message, to elaborate the publicity plan, and to position the Asadero la Esquina de Ales, as described in the proposal.
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PLAN PUBLICITARIO, POSICIONAMIENTO DE MARCA, PUBLICIDAD
Citación
APA