Análisis de la publicidad política de Alfonso Montalván, candidato a la alcaldía de Vinces en las elecciones secciónales 2023

Political advertising is a means of communication for electoral candidates to publicize the proposals and measures that they could implement during their mandate in addition to positioning a specific issue that they desire, seeking to influence the voters' decisions. Currently, the most used advertising is that of social networks since according to several studies, 83% of the Ecuadorian population owns a cell phone, which allows maintaining a continuous conversation with voters, facilitating the consolidation of ties with them. The main objective was to understand the management of political advertising by Alfonso Montalván as a candidate for mayor of Vinces in the 2023 sectional elections. Through a qualitative approach with a descriptive type about the candidate's political advertising, allowing us to understand conclusions aligned with the findings. from the focus group studied. The Facebook posts had the greatest impact on his election campaign, allowing him to respond to voters' questions as well as manage his online reputation to maximize his impact on the audience. The focus of advertising strategies must have defined objectives and be measurable to be successful, highlighting the candidate's unique qualities and proposals in a positive way while avoiding attacking opponents. The use of multiple communication channels is recommended to reach different audience segments.

• Main Author: Herrera Alvarado, Xiomy Cristhina (author)
• Format: bachelorThesis
• Published: 2023
• Subjects: Publicidad política; Candidato; Elecciones seccionales; Alcaldía
• Online Access: http://dspace.utb.edu.ec/handle/49000/14970