Análisis de la estrategia comunicacional de la campaña “Mamá 4x4” de la marca pompis Ecuador, 2018

When talking about communication and advertising campaign strategies, it is clear that they will encounter a set of components generated with the purpose of spreading a brand, more precisely a product or a service. It is considered that for the event to be considered a campaign it is necessary that there is unity, coordination and systematization between the pieces. That is, they present the same idea, the same slogan, the same styles and colors, among other similar aspects, that all direct towards the same horizon, without neglecting any detail within the gear, so, in the present case study the aim is to analyze the campaign “Mom 4x4” of the Pompis Ecuador 2018 brand”, to identify the of rejection of the advertising message. In this way, we begin with the construction of the case study, oriented towards a non-experimental methodological design, of qualitative modality and a type of descriptive and explanatory research using data collection techniques such as direct observation, interviews with professionals in order to focus group technique and technique aimed at mothers who use the brand, evidencing that the strategy applied by the Pompis Ecuador brand was a communication error, which generated negative results in its image against the population and therefore temporarily affected its sales, possibly because of the bad choice of the influencer, even having to face legal consequences

• Main Author: Morla Ávila, Marjorie Juliana (author)
• Format: bachelorThesis
• Language: spa
• Published: 2019
• Subjects: Campaña; Estrategia; Marca; Pompis
• Online Access: http://dspace.utb.edu.ec/handle/49000/6755