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http://dspace.udla.edu.ec/handle/33000/6895| Tipo de material : | bachelorThesis |
| Título : | Campaña de posicionamiento para una marca de cosméticos. Caso OTTIE |
| Autor : | Naranjo Icaza, María Soledad |
| Tutor : | Pardo Rueda, María Andrea |
| Palabras clave : | BRANDING;COMUNICACIÓN COMERCIAL |
| Fecha de publicación : | 2017 |
| Editorial : | Quito: Universidad de las Américas, 2017 |
| Citación : | Naranjo Icaza, M. S. (2017). Campaña de posicionamiento para una marca de cosméticos. Caso OTTIE (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | El uso de maquillaje y productos cosméticos comienza desde la antigüedad, en la época de los egipcios, las mujeres querían destacar diferentes rasgos de sus cultura, es por esto que hasta hoy en día el maquillaje es sinónimo de representación cultural y estética... |
| Descripción : | Since ancient times the make up and cosmetic products have been use, in the time of the Egyptians, women wanted to highlight their culture differences and roots, is for that until now days the make up is synonymous of cultural and esthetic representation. The following investigation is based on the consumer is behavior regarding the acquisition of cosmetic products and make up. Therefore, to obtain the best results in this investigation several analyzes have been carried out following different methods, in order to know how the consumers, think now days. I have applied several procedures such as observation at the sale is point to know how the consumers buy the product, the surveys to determine what the consumers think about that particular category and also the interviews that were made to specialists in the medium, people who have experience to respond to the need of today is consumers. Furthermore, the results of the research gave way to an advertising campaign which was directed to the brand Ottie, the same campaign will be describe in the present investigation. The main focus of the campaign is to understand women and help them to know themselves, generating a relationship between Brand-Consumer through tips that give the brand to each woman, turning the brand into the slogan The expert in knowing them. |
| URI : | http://dspace.udla.edu.ec/handle/33000/6895 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2017-07.pdf | 1,43 MB | Adobe PDF |  Visualizar/Abrir |
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