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Tipo de material : bachelorThesis
Título : Guía para la aplicación del marketing de contenidos a través del Brand content y el artvertising en bares-restaurantes. Caso: café mosaico
Autor : Lasso Cisneros, Juan Javier
Tutor : Astudillo Gordón, Gabriela Fernanda
Fecha de publicación : 2015
Editorial : Quito: Universidad de las Américas, 2015
Citación : Lasso Cisneros, J. J. (2015). Guía para la aplicación del marketing de contenidos a través del Brand content y el artvertising en bares-restaurantes. Caso: café mosaico (Tesis de pregrado). Universidad de las Américas, Quito.
Resumen : Este trabajo fue realizado con el propósito de comprender el manejo del Marketing de Contenidos, la técnica principal para acercarse permanentemente a un consumidor a quien, cada día, es mucho más difícil hacerle llegar un mensaje publicitario...
Descripción : The goal of this work is to understand how to use the Content Marketing, a main technique to approach the brand or the company to the consumer, to whom it is harder every day to convince through an advertising message. Another purpose is to apply more specialized content such as the Brand Content, which allows that a company or a brand advertises its unique product or services. But the main goal was to create a guide of implementation for the industry in barsrestaurants, that lets companies improve the quality of its service and provides better care level to the clients in Quito. On the other hand, I could study an advertising trend that has been underused, this is Artvertising, a method with great potential because it merges art with advertising, but it has found troubles when it has looked for favorable commercial sector where many complications do not occur. Therefore we chose the industry in bars-restaurants, particularly Café Mosaico, on Itchimbía, an excellent case when we talk about the application of this study, because it is a company that is often working with culture. The research is based on all information concerning the concepts and the application of Content Marketing, Brand Content and Artvertising. The purpose is to obtain a lot of information and to manage better methods during the research. I used formulas, digital and physical segmentation ways and source references for the project and for the definition of the population sample size. I discovered, through “Catrastro” of the Ministery of Tourism, that there are 15.348 companies in the industry of bars-restaurants, only in the urban area of Quito. And none of these companies has used a technique like Artvertising. Therefore, it was necessary to research about the average consumer in Quito, to know him or her, to know if this consumer is accustomed to digital media, and if he or she likes to go to a bar-restaurant, that presents artistic exhibitions. The techniques that were used were: observation technique, surveys, “ghost customers” technique and interviews. And the outcome was positive. Finally, this guide of implementation of Content Marketing, Brand content and Artvertising in the industry of bars-restaurants provides specialized information for people that are not expert in this area and it is established as a reference for professionals as a starting point.
URI : http://dspace.udla.edu.ec/handle/33000/4352
Aparece en las colecciones: Licenciatura en Publicidad

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