Campaña publicitaria para la promoción de los productos artesanales elaborados en fibra de cabuya de la comunidad Nizag, cantón Alausí

This document aims to develop an advertising campaign to promote handmade products crafted with cabuya fiber by the Nizag Community in Alausí Canton. The campaign aims to highlight these products' sustainability, authenticity, and cultural value, generating support for local artisans and strengthening the community's economy. Cabuya fiber, derived from the agave plant, is a natural and eco-friendly resource used to create handicrafts, bags, and jewelry, reflecting the community's artisanal tradition and cultural connection. The main challenge identified is the lack of visibility and promotion of these products in the market, putting them at a disadvantage compared to industrial products, such as limited access to digital platforms and advertising strategies. The project focused on designing an effective campaign based on the AIDA model (Attention, Interest, Desire, Action) to address these challenges, integrating quantitative and qualitative research methods to understand market and consumer needs. Key strategies include leveraging social media platforms like Instagram, Facebook, and TikTok to showcase the handmade production process alongside visually appealing content and promotions. A strong brand identity will also be developed to position Nizag's products in the market. This project not only aims to increase sales but also seeks to educate the public on these handicrafts' cultural and ecological value, promoting responsible consumption and supporting the community's sustainable development.

• Հիմնական հեղինակ: Guamán Marcatoma, Erica Marisol (author)
• Ձևաչափ: bachelorThesis
• Լեզու: spa
• Հրապարակվել է: 2025
• Խորագրեր: CAMPAÑA PUBLICITARIA; ESTRATEGIAS; MODELO AIDA (ATENCIÓN; REDES SOCIALES
• Առցանց հասանելիություն: http://dspace.unach.edu.ec/handle/51000/15108