LA PUBLICIDAD BTL COMO HERRAMIENTA DE LANZAMIENTO PARA LA MICROEMPRESA EN LA CIUDADELA ALBORADA EN LA CIUDAD DE GUAYAQUIL 2015-2016
Fecha
2017-08
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UNIVERSIDAD DE GUAYAQUIL
Resumen
El presente trabajo se enfocará en la microempresa del centro estético
Skin Spa, lo cual persiste la ausencia de estrategias para el posicionamiento
de la marca, en la parroquia Tarqui del norte de Guayaquil, como un centro
estético comprometida con la salud y el cuidado corporal de sus clientes.
Empleando estrategias de publicidad no convencional BTL (por sus siglas en
inglés Bellow The Line) como marketing de guerrilla y marketing directo se
buscará llegar de una manera rápida y directa hasta un público objetivo bien
identificado que obtendrá una experiencia real de lo que la marca ofrece en
sus instalaciones. Presentando de esta manera los resultados obtenidos de la
investigación realizada para analizar la publicidad no convencional o también
llamada BTL utilizada por las pequeñas y medianas empresas del sector norte
donde radica el centro estético Skin Spa. Proyecto que se ha llevado acabo a
la realización de esta investigación a corto plazo, con la finalidad de que esta
investigación de campo se analicen los datos a través de la interpretación de
la información de los datos recopilados; los cuales nos permiten conocer los
motivos del porque la microempresa presenta ausencia de publicidad;
buscando determinar beneficios para la empresa obtiene al emplear
publicidad: de costos controlados y dirigida especialmente a su público
objetivo; frente a la publicidad que se ofrece al público en general por canales
de distribución de medios masivos tradicionales (cine, radio, prensa y
televisión) teniendo como propósito el desarrollo de una correcta
implementación de campaña fuera de estos medios masivos con el fin de
obtener un impacto visual hacia nuestro espectador. En la propuesta se detalla
todo lo referente a la empresa y el plan de marketing tentativo a utilizar,
finalizando el trabajo con las conclusiones y recomendaciones.
The present paper will focus on the microenterprise of the Skin Spa esthetic center, which continues the absence of strategies for brand positioning, in the Tarqui parish of northern Guayaquil, as an aesthetic center committed to the health and body care of its clients. Using unconventional BTL (Bellow The Line) advertising strategies such as guerrilla marketing and direct marketing will seek to quickly and directly reach a well-identified target audience who will get a real experience about what the brand offers in its facilities. Showing in this way, the results gotten from the research carried out to analyze the non-conventional advertising or also called BTL used by the small and medium-sized companies of the north sector where the aesthetic center Skin Spa is located. Project that has been carried out with this research in a short term, in order that this field research will analyze the data through the interpretation of the information of the collected data; Which allow us to know the reasons why the microenterprise presents no advertising; Seeking to determine profits that company gets by employing advertising: controlled costs and directed especially to its target audience; As opposed to advertising that is offered to the general public through traditional mass media distribution channels (film, radio, newspapers and television), with the purpose of developing a correct campaign implementation outside these mass media in order to acquire a visual impact on our viewer.
The present paper will focus on the microenterprise of the Skin Spa esthetic center, which continues the absence of strategies for brand positioning, in the Tarqui parish of northern Guayaquil, as an aesthetic center committed to the health and body care of its clients. Using unconventional BTL (Bellow The Line) advertising strategies such as guerrilla marketing and direct marketing will seek to quickly and directly reach a well-identified target audience who will get a real experience about what the brand offers in its facilities. Showing in this way, the results gotten from the research carried out to analyze the non-conventional advertising or also called BTL used by the small and medium-sized companies of the north sector where the aesthetic center Skin Spa is located. Project that has been carried out with this research in a short term, in order that this field research will analyze the data through the interpretation of the information of the collected data; Which allow us to know the reasons why the microenterprise presents no advertising; Seeking to determine profits that company gets by employing advertising: controlled costs and directed especially to its target audience; As opposed to advertising that is offered to the general public through traditional mass media distribution channels (film, radio, newspapers and television), with the purpose of developing a correct campaign implementation outside these mass media in order to acquire a visual impact on our viewer.
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Palabras clave
MARKETING DIRECTO, BELLOW THE LINE, PUBLICIDAD, IMPACTO PUBLICITARIO
Citación
APA