Análisis de la campaña publicitaria navideña Balenciaga 2022
Marketing and advertising campaigns are presented as a way to increase sales or the image of a brand, in this work was examined the Balenciaga Christmas campaign 2022. Throughout this work, the topics of marketing, viral marketing, the different applications of digital marketing and tools such as st...
محفوظ في:
| المؤلف الرئيسي: | |
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| التنسيق: | bachelorThesis |
| منشور في: |
2023
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| الموضوعات: | |
| الوصول للمادة أونلاين: | http://dspace.utb.edu.ec/handle/49000/14453 |
| الوسوم: |
إضافة وسم
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إضافة وسم | الملخص: | Marketing and advertising campaigns are presented as a way to increase sales or the image of a brand, in this work was examined the Balenciaga Christmas campaign 2022. Throughout this work, the topics of marketing, viral marketing, the different applications of digital marketing and tools such as storytelling were addressed. In the same way, everything about the controversy surrounding the Balenciaga campaign and its consequences were studied. The main objective of this work is the analysis of the characteristics of this campaign, both at the level of creation and its respective consequences. For this analysis an inductive system was used through qualitative approaches and collection techniques that included a connotative and denotative analysis of the content of the campaign, documentary consultation and above all two interviews that through a questionnaire allowed to know more about the phenomenon through the eyes of experts in the field. Thus, the results conclude that the campaign caused a great impact on the general perception of the world, through the use of viral marketing and controversy, in addition to the fact that the campaign was a failure with negative results for the brand and its image in the long term. |
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