Campañas publicitarias en medios digitales y su efecto en el posicionamiento de Calzado Gusmar

The main objective of this research project was to analyze the relationship between advertising campaigns and the positioning of Gusmar Footwear in 2023, due to the lack of a diagnosis to determine whether advertising campaigns are properly planned and published. The analysis focuses on understanding brand position in digital media, especially in social networks such as Facebook and Instagram, which are the main channels used by the company Gusmar to promote its products in digital context. The applied methodology in this research has a quantitative approach and non-experimental design, with a bibliographic, field, and descriptive research. To carry out this analysis, an observation sheet was used, supported by the Social Scan metrics analysis tool, which allowed to control various general aspects of the advertising campaigns, such as reach shares, number of reproductions, interaction, verbs, feelings, days of publication. These indicators provided real data on the advertising campaigns implemented by Gusmar Footwear and by its different rivals, for instance: Calzado Adriano AG, Calzado Torres & Torres, and Calzado Crayzy Danny's and Mazzalupi, identifying the target audience and their ability to generate engagement. The comparative analysis of the company campaigns and its competitors allowed to identify strengths, weaknesses, opportunities, and threats, as well as trends in the field of digital advertising in casual footwear sector. These diagnostics were fundamental to propose an advertising campaign for Gusmar Footwear Company.

• Glavni avtor: López Pico, Pamela Alejandra (author)
• Drugi avtorji: Tingo Paucar, Erik Mauricio (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2024
• Teme: CAMPAÑA; PUBLICITARIA; MERCADOTECNIA
• Online dostop: http://repositorio.utc.edu.ec/handle/27000/12113