Plan de marketing social para la prevención del maltrato a los adultos mayores, cantón Quevedo, Año 2015.
This thesis entitled "Social Marketing Plan for the prevention of abuse of older adults", was performed in Quevedo town, Ecuador, in 2014. The overall objective of the research was “to design Social Marketing Plan for the prevention of abuse of older adults”. The problem of the research wa...
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| Format: | bachelorThesis |
| Idioma: | spa |
| Publicat: |
2015
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| Matèries: | |
| Accés en línia: | http://repositorio.uteq.edu.ec/handle/43000/652 |
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Afegir etiqueta | Sumari: | This thesis entitled "Social Marketing Plan for the prevention of abuse of older adults", was performed in Quevedo town, Ecuador, in 2014. The overall objective of the research was “to design Social Marketing Plan for the prevention of abuse of older adults”. The problem of the research was as follows: In which manner the communication Social Marketing Plan for the prevention of abuse of older adults change the stigmatizing and discriminatory behavior of the population against seniors Quevedo? The research found mainly that: 45% of older adults suffer from emotional or psychological violence, 30% suffer from economic abuse, 14% physical violence and 1% of sexual violence, 80% reported being a victim of social violence outside their homes or families; On the other hand, social marketing-mix strategies consider product to the set of communication tools aimed at achieving changes in attitude and behavior of the population from abuse of the elderly. The price will change the behavior of the population from abuse of the elderly, by persuasion strategies and advertising tactics. The Place are the product distribution strategies "abuse prevention seniors' adoptive its audience. The product distribution strategies be physical distribution channels: Direct Channels (Advertising, Public Relations, Social Networks, themed parades) and Indirect Channels (Clubs Support, Strategic Partners). Advertising is communicated through an advertising campaign, consisting of two stages. The media used in the campaign are: TV (spots), Radio (wedges), Print Media (ads), Posters (posters), Social networks (Website, Facebook and Twitter). The slogan of the advertising campaign will be". Tomorrow may be in their place" The total budget Plan Social Media Marketing reaches $ 5,080. The three specific hypotheses are fully tested. |
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