Comunicación digital y posicionamiento de la marca Inpapel de la ciudad de Riobamba.
The objective of the research is to improve digital communication and the positioning of the Inpapel brand through the study of advertising dissemination strategies, for which an analysis was carried out through a survey of the target audience and the observation sheet on social networks. Thus, thro...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | bachelorThesis |
| اللغة: | spa |
| منشور في: |
2022
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://dspace.unach.edu.ec/handle/51000/9232 |
| الوسوم: |
إضافة وسم
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إضافة وسم | الملخص: | The objective of the research is to improve digital communication and the positioning of the Inpapel brand through the study of advertising dissemination strategies, for which an analysis was carried out through a survey of the target audience and the observation sheet on social networks. Thus, through graphics and statistical data applied, it was observed that there is a deficit of content in social networks. Therefore, several methods were applied, such as analytical, empirical, and descriptive. The latter will describe the most relevant characteristics of each variable, as is the case of the independent variable that mentions digital communication and the dependent variable on the positioning of the brand, as well as the mixed approach (quali-quantitative) that will allow us to know and observe the active target and the new clients that would allow positioning the content of the Inpapel brand, in the same way, an error chart and a creative brief were used to better understand how the company handles advertising processes. The results obtained from the investigation allowed us to determine the target audience that is related to the Inpapel brand and digital media, which allowed the development of several graphic pieces. In the same way, it was evidenced that the social networks that have more outstanding management by the Users are Facebook and Instagram. In the same way, a media plan will be used. It reflects the technical measurements in necessary designs that generate correct management of content strategies with the client. As a result of the research work, a communication guide will be managed that will allow the company to determine and apply the different types of communication strategies in social networks that must be addressed by the target audience |
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