Análisis de las estrategias publicitarias de la Cooperativa JEP en el 2023

This report will exhaustively analyze the advertising and marketing strategies used by the JEP Cooperative during the year 2023. The main objective is to determine how effective these strategies were in increasing sales, improving the recognition and positioning of the cooperative brand, and attracting new customers. both national and international. The analysis will cover the different advertising channels used by the cooperative, such as television, radio, social networks, billboards, print marketing and strategic alliances with other organizations. Likewise, the different types of audiences to which the advertising campaigns were directed and the central message that was sought to be communicated in each case will be evaluated. Through the use of various quantitative and qualitative metrics, this report will seek to exhaustively evaluate the return on the investment in advertising and marketing made by the JEP Cooperative during its fiscal year 2023. The results obtained will allow the management of the cooperative to make strategic decisions with more information about future advertising campaigns and brand positioning strategies. The report presents a theoretical framework on advertising strategies and the JEP Cooperative, the mixed methodology to be used, the operationalization of variables, the population and sample, the measurement techniques and instruments, data processing and the ethical aspects to consider.

• Autor principal: Carbo Ortiz, Gloria Estefani (author)
• Outros Autores: Cedeño Cevallos, María José (author)
• Formato: bachelorThesis
• Publicado em: 2024
• Assuntos: Estrategias publicitarias; Cooperativa JEP; Posicionamiento; COMUNICACION
• Acesso em linha: http://dspace.utb.edu.ec/handle/49000/15919