Diseño de estrategias de marketing sensorial para la casa del encebollado, Ciudad de Guayaquil
No hay miniatura disponible
Fecha
2018
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo de investigación tiene como propósito, analizar de qué manera puede
convertirse el mensaje publicitario en redes sociales como una experiencia distinta creada por
la marca y como este influye en la valoración, opinión y decisión de compra, cuando se
involucra el estímulo de los cinco sentidos, logrando que las marcas logren conectarse con las
emociones y recuerdos, a través de efectos sensoriales, pudiendo distinguir un producto de otro.
La utilización de métodos de estudio como fuentes bibliografías y análisis metodológicos,
contribuyeron al entendimiento del problema a través de los millennials en conjunto con
expertos en el tema, se determinó si la hipótesis seria afirmada o negada a través de los
resultados de la investigación. Aquellos datos proporcionaron el desarrollo de una propuesta
donde se diseñó estrategias que generen un impacto y una conexión con la audiencia, en la
publicidad en redes sociales de la Casa del Encebollado, en la ciudad de Guayaquil.
The present research work has as its purpose, to analyze how you can turn the advertising message in social networks as a different experience created by the brand and how this influences the assessment, view and purchase decision, when it involves the stimulation of the five senses, making the brands connect with the emotions and memories, through sensory effects, being able to distinguish one product from another. The use of methods of study as bibliographical sources and methodological analysis, contributed to the understanding of the problem through the millennials in conjunction with experts in the field, it was determined if the hypothesis would be affirmed or denied through the results of the investigation. Such data provided the development of a proposal which designed strategies that generate an impact and a connection with the audience, advertising on social networks from La Casa del Encebollado, in the city of Guayaquil.
The present research work has as its purpose, to analyze how you can turn the advertising message in social networks as a different experience created by the brand and how this influences the assessment, view and purchase decision, when it involves the stimulation of the five senses, making the brands connect with the emotions and memories, through sensory effects, being able to distinguish one product from another. The use of methods of study as bibliographical sources and methodological analysis, contributed to the understanding of the problem through the millennials in conjunction with experts in the field, it was determined if the hypothesis would be affirmed or denied through the results of the investigation. Such data provided the development of a proposal which designed strategies that generate an impact and a connection with the audience, advertising on social networks from La Casa del Encebollado, in the city of Guayaquil.
Descripción
Palabras clave
MARKETING SENSORIAL, REDES SOCIALES, MILLENNIALS, LA CASA DEL ENCEBOLLADO