Browsing by Author "Saltos Cadena, Andrea Nathaly"
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Item Open Access Análisis de efectividad que tienen los sponsor de Enchufe TV frente a los spot publicitarios tradicionales en los jóvenes ibarreños desde los 17 hasta los 24 años(Pontificia Universidad Católica del Ecuador Ibarra, 2022-05) Saltos Cadena, Andrea NathalyAdvertising and marketing have created a high level of competitiveness in national and international markets over time. Therefore, the demand for advertising strategies by companies is increasing. The timely fulfillment of the three main objectives of advertising – to inform, persuade and remind– is fundamental since these requirements define the special relationship that arises between the consumer and a certain product, brand or service it also needs a better communication strategy to survive in the market Therefore, a company’s use of various persuasion methods and strategies, such as sponsoring something or a person, con be beneficial or not depending on the outcome of the market demand. As such, this study aims to obtain information about the effectiveness of these sponsor of Enchufe TV, in comparison to traditional spot made by conventional communication channels, among the young people of Ibarra. Besides considering that this tool is effective when we include it as an advertising strategy. Alsina (2001) states that “the theory of advertising discourse, as a form of mass communication, is affected by the evolution of communication theories; without forgetting that it is a persuasive communication whose intention is clearly commercial”. This leads to the understanding that advertising communication is about persuading the whole public. Therefore, it is important to know and analyze how to persuade through advertising communications, in this case, from the sponsor created by Enchufe TV, which are compared with advertising in traditional media. The young people of Ibarra will find the most effective advertising, based on a clear questionnaire. This study also help companies determine if this sponsorhip strategy can be an effective way to sell their products or services.