Determinación de las consecuencias de la obesidad en los habitantes de Guayaquil con la propuesta de una campaña comunicacional en Ecuador TV
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2012-08
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Universidad de Guayaquil. Facultad de Comunicación Social
Resumen
El propósito de este trabajo de investigación es analizar, identificar, evaluar cuales son las consecuencias que sufre por la obesidad en los habitantes de la ciudad de Guayaquil con el fin de crear una campaña social comunicacional que sea capaz de cambiar su cultura alimentaria y física de la sociedad. En base a lo detallado en el material investigado tanto primario como secundario, se analizó la posibilidad de proponer una campaña comunicacional social para concientizar a los guayaquileños, debido según la Organización Mundial de Salud, la obesidad está considerada como una enfermedad. En el Ecuador la obesidad se ha ido duplicando cada año, por lo que se la ha denominado la enfermedad del siglo XXI. Para poder realizar el proyecto de difusión del programa para contrarrestar la obesidad en Guayaquil, es necesario enfocarse aspectos basados en campañas sociales para conocer conceptos de mercadotecnia social y todo lo referente a programas sociales para tener un mejor conocimiento del tema. El estudio que se hace sobre fundamentos teóricos abarca todo lo relacionado a las campañas sociales y cómo estas han influenciado en la mercadotecnia a nivel mundial, explicando los modelos que sufre una campaña; comprendiendo así, la función que cumple cada uno de los pasos que se desarrollan desde un inicio hasta el momento que llega al mercado meta y cómo este reacciona. Se utilizará el modelo exploratorio a través de la investigación de campo para recolectar datos que midan la comunicación actual y sentar las bases para la propuesta de la campaña social. Esta propuesta será basada en la realización de campañas televisivas y textuales, en las que se enfocarán las consecuencias que traen la obesidad y cuáles son las alternativas de solución de la misma, con el fin de crear conciencia en el mercado meta al cual está dirigida la campaña.
The purpose of this research is to analyze, identify, evaluate what the consequences are suffering from obesity in the population of the city of Guayaquil in order to create a social communication campaign that is able to change his food and physical culture society. Based on the detailed material investigated both primary and secondary, the possibility of proposing a social media campaign to raise awareness Guayaquileans due according to the World Health Organization, obesity is considered a disease was analyzed. In Ecuador obesity has been doubling every year, so it has been called the disease of the century. To realize the project outreach program to counter obesity in Guayaquil, it is necessary to focus on social issues based campaigns for social marketing concepts and everything related to social programs to have a better knowledge of the subject. The study is done on theoretical foundations covers everything related to social campaigns and how these have influenced the worldwide marketing, explaining models suffering a campaign, comprising well, the role of each of the steps developed from the beginning until the time it reaches the target market and how it reacts . Exploratory model will be used by field research to collect data to measure the current communication and the basis for the proposal of the social season. This proposal will be based on the achievement of television and Support campaigns, in which the consequences they bring obesity and what are the possible solutions of it are, in order to create awareness in the target market to which it is addressed will focus the campaign.
The purpose of this research is to analyze, identify, evaluate what the consequences are suffering from obesity in the population of the city of Guayaquil in order to create a social communication campaign that is able to change his food and physical culture society. Based on the detailed material investigated both primary and secondary, the possibility of proposing a social media campaign to raise awareness Guayaquileans due according to the World Health Organization, obesity is considered a disease was analyzed. In Ecuador obesity has been doubling every year, so it has been called the disease of the century. To realize the project outreach program to counter obesity in Guayaquil, it is necessary to focus on social issues based campaigns for social marketing concepts and everything related to social programs to have a better knowledge of the subject. The study is done on theoretical foundations covers everything related to social campaigns and how these have influenced the worldwide marketing, explaining models suffering a campaign, comprising well, the role of each of the steps developed from the beginning until the time it reaches the target market and how it reacts . Exploratory model will be used by field research to collect data to measure the current communication and the basis for the proposal of the social season. This proposal will be based on the achievement of television and Support campaigns, in which the consequences they bring obesity and what are the possible solutions of it are, in order to create awareness in the target market to which it is addressed will focus the campaign.
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COMUNICACION, CAMPAÑA COMUNICACIONAL, MERCADOTECNIA SOCIAL, MERCADO META