Comunicación visual como estrategia publicitaria de la microempresa “Gigantografía Evelyn”.
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2022-03
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Universidad de Guayaquil: Facultad de Comunicación Social
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El presente trabajo investigativo planteó como objetivo principal analizar como la comunicación visual funciona como estrategia publicitaria en el posicionamiento del mercado de una microempresa, en base a esta investigación se planteó la creación de un manual de identidad visual corporativa para la microempresa “Gigantografía Evelyn” con la finalidad de posicionarla en el mercado local, el mismo detalla los parámetros para la realización y aplicación de cada una de las piezas gráficas. La investigación tuvo un diseño exploratorio secuencial mediante el método de investigación mixto, realizando encuestas a 110 personas entre clientes y no clientes de la microempresa, además de realizar entrevistas a expertos en diversos temas como la publicidad y la comunicación visual, los mismo manifestaron estar de acuerdo con la creación de un manual de identidad visual, pues este sería como una guía de pasos a seguir para establecer una línea gráfica y que le permita a la microempresa lograr su posicionamiento en el mercado local. Como conclusión del proyecto se pudo constatar que debido al manual de identidad visual Gigantografía Evelyn pudo contar con una línea gráfica para la difusión y promoción de los servicios y productos que ofrece el establecimiento a través de las redes sociales
The main objective of this research work was to analyze how visual communication works as an advertising strategy in the market positioning of a microenterprise. Based on this research, the creation of a corporate visual identity manual for the microenterprise "Gigantografía Evelyn" with the purpose of positioning it in the local market, it details the parameters for the realization and application of each of the graphic pieces. The research had a sequential exploratory design using the mixed research method, conducting surveys of 110 people between clients and non-clients of the microenterprise, in addition to conducting interviews with experts on various topics such as advertising and visual communication, they said they were of agreement with the creation of a visual identity manual, since this would be like a guide of steps to follow to establish a graphic line and that allows the microenterprise to achieve its position in the local market. As a conclusion of the project, it was found that due to the visual identity manual Gigantografía Evelyn was able to count on a graphic line for the dissemination and promotion of the services and products offered by the establishment through social networks.
The main objective of this research work was to analyze how visual communication works as an advertising strategy in the market positioning of a microenterprise. Based on this research, the creation of a corporate visual identity manual for the microenterprise "Gigantografía Evelyn" with the purpose of positioning it in the local market, it details the parameters for the realization and application of each of the graphic pieces. The research had a sequential exploratory design using the mixed research method, conducting surveys of 110 people between clients and non-clients of the microenterprise, in addition to conducting interviews with experts on various topics such as advertising and visual communication, they said they were of agreement with the creation of a visual identity manual, since this would be like a guide of steps to follow to establish a graphic line and that allows the microenterprise to achieve its position in the local market. As a conclusion of the project, it was found that due to the visual identity manual Gigantografía Evelyn was able to count on a graphic line for the dissemination and promotion of the services and products offered by the establishment through social networks.
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COMUNICACIÓN VISUAL, IDENTIDAD CORPORATIVA, PUBLICIDAD, DISEÑO
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