Campaña de posicionamiento para una marca de cosméticos. Caso OTTIE

Naranjo Icaza, María Soledad

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Campo DC	Valor	Lengua/Idioma
dc.contributor.advisor	Pardo Rueda, María Andrea	-
dc.creator	Naranjo Icaza, María Soledad	-
dc.date.accessioned	2017-05-03T22:48:17Z	-
dc.date.available	2017-05-03T22:48:17Z	-
dc.date.issued	2017	-
dc.identifier.citation	Naranjo Icaza, M. S. (2017). Campaña de posicionamiento para una marca de cosméticos. Caso OTTIE (Tesis de pregrado). Universidad de las Américas, Quito.	es_ES
dc.identifier.other	UDLA-EC-TPU-2017-07	-
dc.identifier.uri	http://dspace.udla.edu.ec/handle/33000/6895	-
dc.description	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.	en
dc.description.abstract	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...	es_ES
dc.format.extent	89 p.	es_ES
dc.language.iso	spa	es_ES
dc.publisher	Quito: Universidad de las Américas, 2017	es_ES
dc.rights	openAccess	es_ES
dc.subject	BRANDING	es_ES
dc.subject	COMUNICACIÓN COMERCIAL	es_ES
dc.title	Campaña de posicionamiento para una marca de cosméticos. Caso OTTIE	es_ES
dc.type	bachelorThesis	es_ES
Aparece en las colecciones:	Licenciatura en Publicidad

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