Comunicación audiovisual para el posicionamiento de marca de las Organizaciones Comunitarias productoras de cacao de “Fino Aroma” en la provincia del Guayas.
Fecha
2021-09
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El proyecto de investigación se basa en la influencia que tiene la comunicación audiovisual como estrategia para el posicionamiento de marca de las organizaciones comunitarias productoras de cacao de "Fino Aroma" de la provincia del Guayas, teniendo el objetivo de realizar spots publicitarios para su defunción en las redes sociales de COMIDPROL y de las organizaciones comunitarias vinculadas, enviando un mensaje corto y directo para que los clientes se sientan cómodos y que los spot publicitarios no sea tediosos, se usa un enfoque de investigación mixto entre cuantitativa y cualitativa usando la información que se obtuvo durante toda la investigación de campo teniendo un enfoque más directo de las necesidades de las organizaciones comunitarias donde recopilamos la información, con un diseño no experimental, utilizando una muestra no probabilística al ser algunos sectores rurales donde se realizó la investigación, dando a conocer todos los beneficios para el reconocimiento y crecimiento potencial de las microempresas con el fin de dar a conocer el trabajo qué se realiza en los cantones de las organizaciones comunitarias y el trabajo que tiene COMIDPROL ayudando en la vinculación de tecnología y financiamiento, otorgando un conocimiento para el mejor manejo de los activos que poseen todas las organizaciones afiliadas.
The current research project is based on the influence that audiovisual communication has as a strategy for the brand positioning of community organizations producing cocoa "Fino Aroma" in the province of Guayas, having the objective of making advertising spots for his death In the social networks of COMIDPROL and related community organizations, sending a short and direct message so that customers feel comfortable and that the commercials are not tedious, a mixed quantitative and qualitative research approach is used using the information that was obtained throughout the field research having a more direct approach to the needs of the community organizations where we collected the information, with a non-experimental design, using a non-probabilistic sample as some rural sectors were where the research was carried out, making known all benefits for recognition and cre Potential foundation of micro-enterprises in order to publicize the work that is carried out in the cantons of community organizations and the work that COMIDPROL has in helping to link technology and financing, providing knowledge for the better management of the assets that all affiliated organizations own.
The current research project is based on the influence that audiovisual communication has as a strategy for the brand positioning of community organizations producing cocoa "Fino Aroma" in the province of Guayas, having the objective of making advertising spots for his death In the social networks of COMIDPROL and related community organizations, sending a short and direct message so that customers feel comfortable and that the commercials are not tedious, a mixed quantitative and qualitative research approach is used using the information that was obtained throughout the field research having a more direct approach to the needs of the community organizations where we collected the information, with a non-experimental design, using a non-probabilistic sample as some rural sectors were where the research was carried out, making known all benefits for recognition and cre Potential foundation of micro-enterprises in order to publicize the work that is carried out in the cantons of community organizations and the work that COMIDPROL has in helping to link technology and financing, providing knowledge for the better management of the assets that all affiliated organizations own.
Descripción
pdf
Palabras clave
COMUNICACIÓN AUDIOVISUAL, POSICIONAMIENTO DE MARCA, SPOTS PUBLICITARIOS, ORGANIZACIONES COMUNITARIAS Y REDES SOCIALES
Citación
Apa