Análisis de las piezas publicitarias de las marcas de tecnología y su impacto en el consumidor final en la Ciudad de Guayaquil
Fecha
2015
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente propuesta es un aporte al aspecto publicitario y de mercadotécnica en función de las percepciones que tienen los clientes finales que optan por la compra de productos tecnológicos. El contenido de la presente propuesta se presenta en cinco capítulos los mismos que en su parte principal, se centra en los siguientes aspectos: En el capítulo I se realiza la propuesta de análisis la misma que indica de manera particular en definir el problema que se manifiesta por la gran cantidad de anuncios y campañas comerciales a través de los diferentes medios de comunicación. En el capítulo II se describe el marco referencial que sirvió como marco de investigación, tal es el caso del marco teórico o estado del arte. El capítulo III describe la metodología que se siguió en el desarrollo de la presente propuesta tal es el caso del tipo de investigación realizada, las diversas fuentes de información consultadas y los métodos utilizados. El capítulo IV contiene el análisis de la información recopilada y analizada, realiza una descripción de los diferentes tipos de medios de promoción y publicidad que se utilizan con más frecuencia, así como los impactos sobre el consumidor final, concluyendo el análisis con la determinación de los factores que consideran los consumidores finales a la hora de decidir por que marca o producto comprar, concluyendo con el análisis de los principales atributos que perciben los consumidores respecto de las marcas a través de la publicidad. El capítulo V, recoge las conclusiones y recomendaciones a las que se llegan al final con una propuesta que se deben seguir tanto las empresas que anuncian productos y marcas tecnológicas ya sea de manera directa o por intermedio de agencias publicitarias.
This proposal is a contribution to advertising services Market appearance and function of the perceptions of end users who choose to buy technology products. The content of this proposal is presented in five chapters focusing them in the main, on the following aspects: The first chapter analyzes the proposal of the same indicating particularly in defining the problem manifests is done by the large number of ads and marketing campaigns through different media. In Chapter II the frame of reference that served as research framework, as in the case of the framework or state of the art is described. Chapter III describes the methodology followed in the development of this proposal that is the case of the investigation, the various sources of information and methods used. Chapter IV contains the analysis of information collected and analyzed, makes a description of the different types of media advertising and promotion used more frequently, as well as impacts on the end consumer, concluding the analysis with determining the factors consdieran final consumers when deciding on which brand or product to buy, concluding with an analysis of the main attributes that consumers perceive about brands through advertising. Chapter V contains the conclusions and recommendations that will come to the end with a proposal to follow both companies that advertise products and technology brands either directly or through advertising agencies.
This proposal is a contribution to advertising services Market appearance and function of the perceptions of end users who choose to buy technology products. The content of this proposal is presented in five chapters focusing them in the main, on the following aspects: The first chapter analyzes the proposal of the same indicating particularly in defining the problem manifests is done by the large number of ads and marketing campaigns through different media. In Chapter II the frame of reference that served as research framework, as in the case of the framework or state of the art is described. Chapter III describes the methodology followed in the development of this proposal that is the case of the investigation, the various sources of information and methods used. Chapter IV contains the analysis of information collected and analyzed, makes a description of the different types of media advertising and promotion used more frequently, as well as impacts on the end consumer, concluding the analysis with determining the factors consdieran final consumers when deciding on which brand or product to buy, concluding with an analysis of the main attributes that consumers perceive about brands through advertising. Chapter V contains the conclusions and recommendations that will come to the end with a proposal to follow both companies that advertise products and technology brands either directly or through advertising agencies.