Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014
The present work deals with the advertising strategies employed in the Dove Legacy campaign in 2014. After an experiment executed to mothers and daughters, it results that women do not feel good about their physical appearance, generating serious self-esteem problems. In this project it is also poss...
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| Format: | bachelorThesis |
| Language: | spa |
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2019
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| Online Access: | http://dspace.utb.edu.ec/handle/49000/6198 |
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| author | Sánchez Sánchez, Aggie Melissa |
| author_facet | Sánchez Sánchez, Aggie Melissa |
| author_role | author |
| collection | Repositorio Universidad Técnica de Babahoyo |
| dc.contributor.none.fl_str_mv | Fariño, Nurik |
| dc.creator.none.fl_str_mv | Sánchez Sánchez, Aggie Melissa |
| dc.date.none.fl_str_mv | 2019-07-02T20:13:41Z 2019-07-02T20:13:41Z 2019 |
| dc.format.none.fl_str_mv | 35 p. application/pdf |
| dc.identifier.none.fl_str_mv | http://dspace.utb.edu.ec/handle/49000/6198 |
| dc.language.none.fl_str_mv | spa |
| dc.publisher.none.fl_str_mv | BABAHOYO: UTB, 2019 |
| dc.rights.none.fl_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ info:eu-repo/semantics/openAccess |
| dc.source.none.fl_str_mv | reponame:Repositorio Universidad Técnica de Babahoyo instname:Universidad Técnica de Babahoyo instacron:UTB |
| dc.subject.none.fl_str_mv | Estrategia Publicidad Dove |
| dc.title.none.fl_str_mv | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| dc.type.none.fl_str_mv | info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/bachelorThesis |
| description | The present work deals with the advertising strategies employed in the Dove Legacy campaign in 2014. After an experiment executed to mothers and daughters, it results that women do not feel good about their physical appearance, generating serious self-esteem problems. In this project it is also possible to appreciate the importance and role of marketing in advertising. Studying the weaknesses of its consumers and applying strategies to meet their needs, as well as taking advantage of their strengths and opportunities to compete with other companies. Analysis techniques were applied, studying the advertising strategies of the Dove personal hygiene products company. Concluding that Dove knows how to connect with its market, managing precise strategies for its consumers, satisfying their needs. Resulting beneficiaries of this study are people looking for a source of information, be it on the subject of marketing and advertising, their strategies, the empowerment of women and the Dove line. |
| eu_rights_str_mv | openAccess |
| format | bachelorThesis |
| id | UTB_7b8662f4082e1e53ab3f49720a2b6bbf |
| instacron_str | UTB |
| institution | UTB |
| instname_str | Universidad Técnica de Babahoyo |
| language | spa |
| network_acronym_str | UTB |
| network_name_str | Repositorio Universidad Técnica de Babahoyo |
| oai_identifier_str | oai:dspace.utb.edu.ec:49000/6198 |
| publishDate | 2019 |
| publisher.none.fl_str_mv | BABAHOYO: UTB, 2019 |
| reponame_str | Repositorio Universidad Técnica de Babahoyo |
| repository.mail.fl_str_mv | . |
| repository.name.fl_str_mv | Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyo |
| repository_id_str | 0 |
| rights_invalid_str_mv | http://creativecommons.org/licenses/by-nc-sa/3.0/ec/ |
| spelling | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014Sánchez Sánchez, Aggie MelissaEstrategiaPublicidadDoveThe present work deals with the advertising strategies employed in the Dove Legacy campaign in 2014. After an experiment executed to mothers and daughters, it results that women do not feel good about their physical appearance, generating serious self-esteem problems. In this project it is also possible to appreciate the importance and role of marketing in advertising. Studying the weaknesses of its consumers and applying strategies to meet their needs, as well as taking advantage of their strengths and opportunities to compete with other companies. Analysis techniques were applied, studying the advertising strategies of the Dove personal hygiene products company. Concluding that Dove knows how to connect with its market, managing precise strategies for its consumers, satisfying their needs. Resulting beneficiaries of this study are people looking for a source of information, be it on the subject of marketing and advertising, their strategies, the empowerment of women and the Dove line.El presente trabajo trata sobre las estrategias publicitarias empleadas en la campaña de Dove Legacy en el año 2014. Que tras un experimento ejecutado a madres e hijas dio como resultado que las mujeres no se sienten bien con su apariencia física, generando serios problemas de autoestima. En este proyecto también se logra apreciar la importancia y el rol de marketing en la publicidad. Estudiando las debilidades de sus consumidores y aplicando estrategias para cumplir con sus necesidades, además el aprovechar sus fortalezas y oportunidades para competir con las demás empresas. Se aplicaron técnicas de análisis, estudiando las estrategias de publicidad de la empresa de productos de aseo personal Dove. Concluyendo que Dove sabe enchufar con su mercado, manejando estrategias precisas para sus consumidores, satisfaciendo sus necesidades. Resultando beneficiarios de este estudio personas en busca de una fuente de información, ya sea respecto al tema de marketing y publicidad, sus estrategias, el empoderamiento de la mujer y sobre la línea Dove.BABAHOYO: UTB, 2019Fariño, Nurik2019-07-02T20:13:41Z2019-07-02T20:13:41Z2019info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesis35 p.application/pdfhttp://dspace.utb.edu.ec/handle/49000/6198spahttp://creativecommons.org/licenses/by-nc-sa/3.0/ec/info:eu-repo/semantics/openAccessreponame:Repositorio Universidad Técnica de Babahoyoinstname:Universidad Técnica de Babahoyoinstacron:UTB2019-07-03T08:00:27Zoai:dspace.utb.edu.ec:49000/6198Institucionalhttp://dspace.utb.edu.ec/Universidad públicahttps://utb.edu.ec/http://dspace.utb.edu.ec/oai.Ecuador...opendoar:02026-03-07T22:24:17.855992Repositorio Universidad Técnica de Babahoyo - Universidad Técnica de Babahoyotrue |
| spellingShingle | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 Sánchez Sánchez, Aggie Melissa Estrategia Publicidad Dove |
| status_str | publishedVersion |
| title | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| title_full | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| title_fullStr | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| title_full_unstemmed | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| title_short | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| title_sort | Estudio y análisis de la estrategia publicitaria de la campaña Dove Legacy 2014 |
| topic | Estrategia Publicidad Dove |
| url | http://dspace.utb.edu.ec/handle/49000/6198 |