Análisis de la publicidad del banco pacifico para la captación de inversionistas en la Ciudad de Guayaquil
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente proyecto de titulación tiene como objetivo analizar la publicidad del
Banco del Pacífico para la captación de inversionistas en la ciudad de Guayaquil. Este banco
desea captar a clientes de un determinado segmento del mercado por lo que es necesario
invertir en diferentes tipos de estrategias para la promoción de su servicio, es por esto
necesario aplicar estrategias de marketing y publicidad para cumplir con el objetivo. A lo
largo del tiempo Banco del Pacífico ha realizado diferentes tipos de campañas publicitarias
para tratar de captar inversiones, este proyecto se enfoca en medir cuan beneficioso ha
resultado la publicidad que ha impulsado y para esto es importante investigar teóricamente
las definiciones que permitan comprender el leguaje publicitario, investigar sobre las
campañas publicitarias que ha realizado Banco el pacífico a lo largo del tiempo y conocer la
recordación que generan dichas campañas publicitarias en la mente de los clientes que se
quieren captar. Es importante recalcar que otro de los propósitos de este proyecto de
titulación es conocer cómo efectuar una mejor comunicación para lograr atraer a este tipo de
clientes y entender cuáles son las estrategias más efectivas que deben ser aplicadas en un plan
publicitario de la institución bancaria.
This project aims to evaluate the impact of the advertising campaigns Pacific Bank in attracting Investors city of Guayaquil. This bank wants to capture customers from a certain market segment so it is necessary to invest in different types of strategies for promoting some service, it is necessary for this marketing and advertising strategies to meet the target. Over time the Bank Pacific has made different types of advertising to try to attract investors campaigns, this project focuses on measuring how beneficial has been Advertising has driven and this is important theoretically investigate the definitions Understand allow advertising language, investigate the advertising campaigns realized the Bank Pacific over time and know remembrance generated by these advertising campaigns in the minds of customers who want to capture. Another purpose of this project is to know how to make a better communication to achieve attract this type of customers and to understand what is the strategy effective more who must be applied a plan advertising of the banking institution.
This project aims to evaluate the impact of the advertising campaigns Pacific Bank in attracting Investors city of Guayaquil. This bank wants to capture customers from a certain market segment so it is necessary to invest in different types of strategies for promoting some service, it is necessary for this marketing and advertising strategies to meet the target. Over time the Bank Pacific has made different types of advertising to try to attract investors campaigns, this project focuses on measuring how beneficial has been Advertising has driven and this is important theoretically investigate the definitions Understand allow advertising language, investigate the advertising campaigns realized the Bank Pacific over time and know remembrance generated by these advertising campaigns in the minds of customers who want to capture. Another purpose of this project is to know how to make a better communication to achieve attract this type of customers and to understand what is the strategy effective more who must be applied a plan advertising of the banking institution.
Descripción
Palabras clave
MARKETING PUBLICIDAD, CAPTACIÓN DE INVERSIONES, INVERSIONES, ENTIDADES FINANCIERAS