Elaboración de un plan estratégico de comunicación y de marketing para la edición 54 de la carrera Quito - últimas noticias 15k
The Quito – Últimas Noticias 15K race began as an initiative of the Journal Últimas Noticias and in 2013 it turned 53 years old. This athletic competition has positioned itself as one of the most traditional and prestigious in Quito and in the country. However, currently the race has demarcated from...
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| Hovedforfatter: | |
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| Format: | masterThesis |
| Sprog: | spa |
| Udgivet: |
2013
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| Fag: | |
| Online adgang: | http://dspace.udla.edu.ec/handle/33000/3083 |
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Tilføj Tag | Summary: | The Quito – Últimas Noticias 15K race began as an initiative of the Journal Últimas Noticias and in 2013 it turned 53 years old. This athletic competition has positioned itself as one of the most traditional and prestigious in Quito and in the country. However, currently the race has demarcated from the newspaper where it was born. A Committee (composed of delegates from different areas of Grupo El Comercio ) is responsible for its organization, promotion and execution. The Quito - UN15K has become a great showcase for sponsors, because it has a lot of captive audience year after year: 15000 athletes, as well as their families and friends, and all the athletes who fail to register. Nevertheless, it is evident that the Journal Últimas Noticias has not attracted the public of the race to increase its copy sales and advertising, as well as their level of readership. This project proposes a plan to improve the communication processes that rise from the Committee of the race and moving to all the departments of Grupo El Comercio, who are part of the organization of the competition, a better use of new technologies information, and working together with the marketing department, as there are several promotional activities to be carried out every year to meet the objectives of: advertising sales, registration of athletes, internal organization of Grupo El Comercio, social responsibility, etc. This project also suggests a joint effort between the Committee and the Journal in all the activities undertaken in order to position the brand "Diario Últimas Noticias" and to get benefits for both parties. |
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