Guía para el uso de Marketing Experiencial, Publicidad Sensorial, y Publicidad Emocional en la Industria del Motociclismo caso Ducati
This document was made to understand the Experiential Marketing, using the emotional advertising and sensorial to create an implementation guide in motorcycling world, using the Ducati brand as a case of study, and which serve as a reference for students and professionals of marketing and advertisin...
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| Hlavní autor: | |
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| Médium: | bachelorThesis |
| Jazyk: | spa |
| Vydáno: |
2013
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| Témata: | |
| On-line přístup: | http://dspace.udla.edu.ec/handle/33000/3837 |
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Přidat tag | Shrnutí: | This document was made to understand the Experiential Marketing, using the emotional advertising and sensorial to create an implementation guide in motorcycling world, using the Ducati brand as a case of study, and which serve as a reference for students and professionals of marketing and advertising. Ducati is considered like a Ferrari of motorcycles is the benchmark of quality, technology, and style in the motorcycle sports, excellent for the implementation of the study, previously was collected all possible information about the use and application of experiential marketing, emotional and sensorial advertising, information that was necessary to understand the topic in depth, and focus better the investigation. To research and determine the sample size, was used references, statistical formulas and segmentation means, and it was determined that exist about 15,525 motorcycles in Quito, of which the 20% are inside in the study due to their benefits, your prices and socioeconomic level that they are directed, while 80% are work motorcycles. Therefore, do to an investigation to know the costumer and determine, what kind of experiences, emotions and feelings have, was performed by observation methods, surveys and interviews, and this had determined that, the greatest feelings obtained when they drive Motorcycles are the feeling of freedom, they like to feel the power of the engine accompanied by high speeds (adrenaline, emotion and exciting), while the senses are activated with the engine sounds, design and color of the bike, and the most frequent activities are rides and travels, to relax and distract. Therefore, the guide to use experiential marketing, emotional and sensorial advertising, inside the motorcycling world, serves as a reference for students, professionals, and as a starting point for future studies. |
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