Browsing by Author "Chicaiza Guanín, Carlos Andrés"

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Plan estratégico de comunicación para posicionar la marca del diario “La hora” de la ciudad de Ambato.
(Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-01) Chicaiza Guanín, Carlos Andrés; Nájera Galeas, Carlos Enrique
The development of this project consists of integrating suitable tools to position the brand of the newspaper "La Hora" in Ambato city allowing it to improve its image and meet the needs of its target audience. This will be developed through specific strategies, tactics and actions, which will allow the company to show each of its qualities and characteristics, as well as offering a quality product and service within the market, differentiating and positioning itself in the consumer's mind Actually, the company does not manage any planning activities to improve its position in the city, just as the communication it carries, whether internal or external, is not the most appropriate, hence the starting point for the development of this project Of entrepreneurship, since having detected the shortcomings in terms of the transmission of its contents, an attempt may be made to make a viable solution. The need to have a successful strategic communication plan is essential in the development of any institution, which, when implemented and implemented, will contribute to the "La Hora" newspaper, in improving its labor supply, as a source of reliable information, and as a medium highlighted by its veracity and integral image. The adequate management of the internal communication, will allow to generate a friendly atmosphere between managers and collaborators, based on the need to adapt to the changing environment to which the organization is exposed; From this perspective the communication favors the introduction, diffusion and acceptance of its philosophy and management methods that contribute to organizational progress, improving the quality of working life, product and service offered by the entity. In the other hand, it is necessary to refer to external communication, as an important point for the proper functioning of the organization and, through the diffusion of its image to society, will intensify the feeling of relevance and identification of interest groups with the Company, improving their working relationship. The strategies that will be developed will be developed according to the research and methodology applied to the collection of information and results, as a starting point to determine the needs that require improvements, and impede the business advance, exposing the benefits it provides to its public, allowing it to stand out from the competition.