Gestión publicitaria que utiliza la empresa “La Paz Camposanto & Funeraria” para promover sus servicios en el cantón Buena Fe, provincia de los ríos, año 2016
The present research work was carried out in Cantón Buena Fe, Province of Los Ríos, in 2016. The general objective was to evaluate the advertising management that the company "La Paz Camposanto & Funeraria" uses to promote its services, to know that Advertising media employs, which is...
Furkejuvvon:
| Váldodahkki: | |
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| Materiálatiipa: | bachelorThesis |
| Giella: | spa |
| Almmustuhtton: |
2016
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| Fáttát: | |
| Liŋkkat: | http://repositorio.uteq.edu.ec/handle/43000/1632 |
| Fáddágilkorat: |
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Lasit fáddágilkoriid | Čoahkkáigeassu: | The present research work was carried out in Cantón Buena Fe, Province of Los Ríos, in 2016. The general objective was to evaluate the advertising management that the company "La Paz Camposanto & Funeraria" uses to promote its services, to know that Advertising media employs, which is the most effective and as it is established in the market. For the development of the research, several theories and criteria about marketing and advertising were taken into account. Through the research methodology, information gathered from the interview with the manager and the surveys of the population of the canton was collected and analyzed, which served to diagnose the current situation of the company. As a result of the investigation, it was found that "La Paz Camposanto & Funeraria" uses advertising media such as radio, brochures, flyers and events to promote its services, however 49% of the population does not know of the existence of the company despite having 14 years established in the canton. This indicates that "La Paz Camposanto & Funeraria" currently has shortcomings in its management, advertising strategies are not conspicuous, managers are not trained in marketing and there is no budget allocated for it, thus preventing market positioning and Keep up with the competition. In short, the company lacks an advertising plan that allows the strategies to be applied in a systematic and structured way. For the above, an advertising plan is formulated to effectively reach potential customers, since this tool will improve competitiveness in the market, creating an appropriate image of the company. The advertising plan proposed in this research project aims to optimize the advertising management of "La Paz Camposanto & Funeraria". |
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