Publicidad exterior en buses de transporte urbano y su impacto en la decisión de compra de productos de consumo masivo en Guayaquil.
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Fecha
2022
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Universidad de Guayaquil: Facultad de Comunicación Social
Resumen
El presente trabajo de investigación busca analizar criterios, así mismo como comportamientos de las personas al momento de observar anuncios publicitarios en buses de transporte urbano, ya sea de productos o servicios según la publicidad observada. Para este trabajo de investigación se consideró un método exploratorio con un enfoque metodológico mixto, basado en una investigación descriptiva, ya que se buscó dar respuesta a varias interrogantes a través de la herramienta de la encuesta. Se realizaron fichas técnicas describiendo los detalles estéticos y característicos de las herramientas publicitarias según las evidencias recogidas. A su vez, se elaboraron fichas de observación de las marcas y productos visualizados, los mismos que fueron evaluados a través de la escala de Likert con valoraciones del 1 al 5, siendo el número 1 una valoración baja y 5 una valoración alta, todo esto con el fin de analizar y evaluar todos los datos obtenidos y de esta manera ofrecer conclusiones y recomendaciones que aporten al tema de estudio.
The present case study entitled, "Outdoor advertising on urban transport buses and its impact on the decision to purchase mass consumption products in Guayaquil", seeks to analyze both criteria, as well as behaviors of people when observing advertisements. in urban transport buses, either of products or services according to the advertising observed. For this research work, an exploratory method with a mixed methodological approach was considered, based on descriptive research, since it sought to answer several questions through the survey tool. Technical sheets were made describing the aesthetic and characteristic details of the advertising tools according to the evidence collected. In turn, observation sheets of the brands and products displayed were prepared, the same ones that were evaluated through the Likert scale with ratings from 1 to 5, number 1 being a low rating and 5 a high rating, all this in order to analyze and evaluate all the data obtained and thus offer conclusions and recommendations that contribute to the subject of study.
The present case study entitled, "Outdoor advertising on urban transport buses and its impact on the decision to purchase mass consumption products in Guayaquil", seeks to analyze both criteria, as well as behaviors of people when observing advertisements. in urban transport buses, either of products or services according to the advertising observed. For this research work, an exploratory method with a mixed methodological approach was considered, based on descriptive research, since it sought to answer several questions through the survey tool. Technical sheets were made describing the aesthetic and characteristic details of the advertising tools according to the evidence collected. In turn, observation sheets of the brands and products displayed were prepared, the same ones that were evaluated through the Likert scale with ratings from 1 to 5, number 1 being a low rating and 5 a high rating, all this in order to analyze and evaluate all the data obtained and thus offer conclusions and recommendations that contribute to the subject of study.
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PUBLICIDAD EXTERIOR, ANUNCIOS PUBLICITARIOS, VINILOS ADHESIVOS, PANTALLAS PUBLICITARIAS
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