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http://dspace.udla.edu.ec/handle/33000/9658| Tipo de material : | bachelorThesis |
| Título : | Campaña de lanzamiento Tecaforest |
| Autor : | Freile Ribadeneira, Paulina Landívar Dueñas, Ivonne Patricia Villacrés Alarcón, María José |
| Tutor : | Gutiérrez Beltrán, Armando |
| Palabras clave : | PUBLICIDAD;CAMPAÑAS PUBLICITARIAS;MERCADOTECNIA ESTRATÉGICA |
| Fecha de publicación : | 2002 |
| Editorial : | Quito: Universidad de las Américas, 2002 |
| Citación : | Freile Ribadeneira, P.; Landívar Dueñas, I. P.; Villacrés Alarcón, M. J. (2002). Campaña de lanzamiento Tecaforest (Tesis de pregrado). Universidad de las Américas, Quito. |
| Resumen : | Tecaforest necesita un plan para manejar su área de promoción dentro de su mezcla de marketing. Antes de la elaboración de la campaña creímos conveniente obtener, de diversas fuentes, información que posteriormente podamos analizarla y conseguir puntos claves con los cuales dirigimos al consumidor para lograr una inversión efectiva… |
| Descripción : | Tecaforest needs a plan to manage its promotion area within its marketing mix. Before the development of the campaign, we thought it would be convenient to obtain, from different sources, information that we can later analyze and obtain key points with which we direct the consumer to achieve an effective investment. The communication proposal has been developed thanks to the data of the following topics. Product. - Description, characteristics, advantages, uses, benefits. Market. - Background, supply and demand (national and international), price, consumers, competition (direct and indirect). Company. - Mission, vision, SWOT diagnosis, organizational structure, competitive advantage, general strategies, investment plans that it offers, legal limitations, corporate image that it has. In addition, we believe it is necessary to deepen in what the consumer perceives and thinks about the type of investment that Tecaforest offers. Expand the information presented in the theoretical framework with personal interviews with members of the target group. We, in this way, collect conclusive data that determined the effectiveness of the communication of the selected message, the design of the campaign and the general strategy of introduction. To conclude that direct marketing combined with a sales strategy and with a plan based on three stages, is the perfect tool to reach the investors within the budget and meet all the established advertising objectives. |
| URI : | http://dspace.udla.edu.ec/handle/33000/9658 |
| Aparece en las colecciones: | Licenciatura en Publicidad |
Ficheros en este ítem:
| Fichero | Descripción | Tamaño | Formato | |
|---|---|---|---|---|
| UDLA-EC-TPU-2002-04.pdf | 74,48 MB | Adobe PDF | Visualizar/Abrir |
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