Diseño de estrategias de promoción para el diario expreso en la ciudad de Guayaquil, año 2021.
Fecha
2021
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Editor
Universidad de Guayaquil, Facultad de Ciencias Adminiatrativas
Resumen
Diario Expreso tiene dificultades para convencer a los lectores de que paguen suscripciones digitales. La gerencia ya hizo una investigación propia y se entiende que es por dos razones. La primera es que la mayoría de los periódicos han eliminado a tantos empleados editoriales que no pueden crear contenido atractivo. El otro, es que hay una gran cantidad de noticias, entretenimiento y material deportivo disponible en línea de forma gratuita. El objetivo del documento fue diseñar estrategias de promoción adecuadas para el incremento de ventas de Diario Expreso en el año 2021. La metodología fue de enfoque mixta y descriptiva con el uso de la encuesta a una muestra de 384 personas y de la entrevista a expertos. Se encontró que el interés por la lectura llega al 33% de la población y que la tendencia hacia lo digital prefiere los medios gratuitos en lugar de pagar suscripción. Como propuesta estratégica se planteó un plan de suscripción gratuita a los moradores de las ciudadelas cerradas y vender la publicidad y los insertos como nuevas formas de incrementar las ventas.
Daily Express has difficulty convincing readers to pay for digital subscriptions. Management has already done its own research and it is understood to be for two reasons. The first is that most newspapers have eliminated so many editorial employees that they can't create engaging content. The other is that there is a lot of news, entertainment and sports equipment available online for free. The objective of the document was to design appropriate promotion strategies for the increase in Sales of Diario Express in 2121. The methodology was mixed and descriptive with the use of the survey to a sample of 384 people and the interview with experts. It was found that interest in reading reaches 33% of the population and that the trend towards digital prefers free media over paying subscription. As a strategic proposal, a free subscription plan was put forward to closed citadel dwellers and the sale of advertising and inserts as new ways to increase sales.
Daily Express has difficulty convincing readers to pay for digital subscriptions. Management has already done its own research and it is understood to be for two reasons. The first is that most newspapers have eliminated so many editorial employees that they can't create engaging content. The other is that there is a lot of news, entertainment and sports equipment available online for free. The objective of the document was to design appropriate promotion strategies for the increase in Sales of Diario Express in 2121. The methodology was mixed and descriptive with the use of the survey to a sample of 384 people and the interview with experts. It was found that interest in reading reaches 33% of the population and that the trend towards digital prefers free media over paying subscription. As a strategic proposal, a free subscription plan was put forward to closed citadel dwellers and the sale of advertising and inserts as new ways to increase sales.
Descripción
Palabras clave
PERIÓDICOS, MARKETING, PROMOCIÓN DEL MARKETING, ESTRATEGIAS DE VENTAS