Comunicación Social

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/894

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    Marketing y publicidad digital para el posicionamiento del emprendimiento de quesos de hoja “san Joaquín” de Latacunga utilizando la red social tik tok
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2024-08) Salgado Carate, Rieter Ismael; Ortega Arcos, Wagner Enrique
    The research project "Marketing and digital advertising for the positioning of the leaf cheese venture SAN JOAQUÍN de Latacunga using the social network TikTok" explores how digital transformation can benefit the Ecuadorian dairy industry, particularly in the post-pandemic context that has modified consumption habits towards national products. In an environment where the dairy industry is vital to the Ecuadorian economy, the research focuses on the province of Cotopaxi and its value chain, highlighting the challenges faced by producers, especially women, and the need to overcome the intervention of intermediaries that affect product quality and prices. The rationale for the study is based on the socioeconomic importance of the dairy sector in Ecuador, the growth of dairy consumption and the need for digital marketing strategies, especially in social networks such as TikTok, to improve the positioning and competitiveness of local products. The research highlights the relevance of digital marketing as an essential tool for two-way communication, customer loyalty and accurate measurement of results, proposing innovative strategies for dairy companies to adapt and thrive in a constantly changing market. The study implemented a field research methodology with a quantitative approach, using the social network TikTok as the main tool to collect data and promote "San Joaquín" leaf cheese. Resources such as encyclopedias, digital repositories and material tools were used to conduct interviews and questionnaires. The results show that most respondents consider it necessary to improve product presentation and use TikTok to search for food, being familiar with social networks and considering the platform suitable for promoting food products. Marketing campaigns on TikTok are seen as attractive, and customers show willingness to interact with the brand through discounts, contests and entertaining content. The perception of cheese quality is predominantly excellent, and there is wide recognition and consumption of the "San Joaquín" brand in Latacunga
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    Nuevos escenarios para la publicidad: Instagram y el caso de la empresa Zara
    (Universidad Tècnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicaciòn, 2023-09) Machado Ramírez, Dayana Emilia; Guamán Guadalima, Nelly Gabriela
    The following study begins with the interest in knowing the strategies that Zara has implemented in its advertising development and how it has had a quick adaptation in the preferences and needs for its advertising to be effective in capturing the attention of the Ecuadorian market. Advertising is one of the best tools to consolidate the processes of creating communication proposals aimed at strengthening both organizations and companies, especially in the contemporary context, where competitiveness has become a form of business "survival". Thus, the methodology used allows approaching the research from a mixed approach: qualitative and quantitative, which makes it possible to interpret distinctive elements of the subjects or objects of study through the analysis of the information gathered. In this particular case of research, a study of the audiovisual products of the clothing brand Zara, which are exposed in its official Instagram account, is carried out. The main objective of the research is to analyze Zara's advertising strategies on Instagram. It also aims to study the preferences that Zara takes as protagonists’ attractive young people, emphasizing predominant beauty standards and an idealization of the slim and athletic figure. The textile company Zara, is an example of how advertising designs these strategies using advertising tactics to position its products and its brand at Ecuadorian and global level. For which not only deploys sales ideas, but advertising seduction plays an important role, both to attract new customers and to create customer loyalty
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    La comunicación organizacional y la imagen corporativa en la empresa V.TV. Producciones ubicada en la ciudad de Latacunga
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2019-04) Espinoza Medina, Sandy Alejandra; Chicaiza Morales, Miguel
    In the present investigation the importance of the organizational communication was determined, the approach of communicational strategies for the Stakeholders, and the consolidation of an adequate corporate image; that allowed to identify the level of positioning of VTV Productions before the citizens. It was considered to work from a correlational methodology to verify the interaction of the proposed variables, from a qualitative and quantitative approach, therefore, surveys were applied to the selected sample, which facilitated analyzing the perception of citizens and studying which communication strategies used operated and which ones not; and semi-structured interviews were established with the company's collaborators, in order to have indepth information and a closer vision of the institution. Communication ends up being a transversal axis in companies, so it is essential to work on it to establish the direction of the organization around its internal and external audiences, the possibility of having communication policies that allow efficient interactivity between the recipients and customers will undoubtedly be the best reference of a company; and even more when it is achieved that the employees of the same are empowered by the brand and corporate identity, because this ends up being the greatest strength of the institutions. It is useless to be recognized by one of the services, which as a company, offers, if you do not have a group of motivated and well-structured workers. Or it is not possible to believe that it is enough to have an average degree of credibility from the personal image of the Manager, if one does not consolidate an identity as a corporation.
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    Plan de Marketing en el club de baloncesto CKT mediante su red social facebook y el impacto en la población ambateña
    (Universidad Técnica de Ambato, Facultad de Jurisprudencia y Ciencias Sociales, Carrera de Comunicación Social, 2018-11) Flores Villavicencio, Luis Antonio; Viteri Torres, Walter Francisco
    The need of man to seek socialize in disciplinary groups worldwide has led to create spaces in the different sports fields today, basketball has become a world-wide one of the most relevant sports, in Ecuador basketball was introduced by the American company SADCO, where the participation of the amateur to decay in recent years, according to records of the Ecuadorian Basketball Federation, CKT the sports club of basketball of the city of Ambato has also been affected by this reduction of attendance of the amateur, where it aims to structure the digital marketing plan for the Basketball Club through its social network Facebook seeking to increase the participation of the public in the different tournaments to perform. This marketing plan consists of an external study of the preferences of the user or the amateur through a series of technical applications to get their participation in assistance and monitoring of the basketball team representing their province, to exchange sporting satisfactions in moments of healthy recreation, integrating a society of relaxation and family participation, which through its support at the box office also allows to sustain the sport as a progressive culture in the middle.
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    La publicidad y el consumo de la telefonía celular en los estudiantes de los primeros años de Bachillerato del Instituto Tecnológico Superior Rumiñahui ciudad de Ambato
    (2015-01) Fernández Mayorga, David sebastian; D.T.Gamboa Orozco, Luis
    El presente trabajo se pone a consideración de otros investigadores que propongan la concientización de la juventud en temas que afectan su entorno estudiantil y familiar, su sano desarrollo académico y social, expone los resultados alcanzados de la investigación realizada, con el propósito fundamental de responder al problema La publicidad y el consumo de la telefonía celular que ha generado en los estudiantes de los primeros años de bachillerato del Instituto Tecnológico Superior Rumiñahui ciudad Ambato, mediante la realización, socialización, seguimiento y refuerzo de conocimientos del Taller de concientización del uso adecuado del celular y el internet . La modalidad básica de la investigación corresponde a un proyecto factible en su realización y ejecución, apoyado en una investigación de campo, aplicada, bibliográfica, de acción y explicativa a más de tener la colaboración de autoridades, maestros y estudiantes del I.T.S. "Rumiñahui". La información recopilada mediante la encuesta para investigar el problema, se obtuvo de los criterios y experiencias de las/os estudiantes vinculados a la investigación y de fuentes bibliográficas relacionadas a la publicidad y su influencia en la toma de decisiones, el marketing como una herramienta, el consumo y sus diferentes categorías, el papel de los medios de comunicación en la emisión de los productos en telefonía celular, conceptos y definiciones que contribuirán al adecuado uso del celular y el internet en los educandos de secundaria y les permitan ser más consientes al momento de adquirir o renovar los productos y/o servicios que las empresas de telefónica celular ofertan, porque en la actualidad tanto el uso inadecuado de teléfonos móviles, el internet y el consumo excesivo de dichos productos y servicios afectan económicamente al núcleo familiar, al desarrollo integral, la interacción personal y distrae a los estudiantes de su responsabilidad académica, su forma de relacionarse con otras personas y su obligación como ciudadanos responsables frente a esta sociedad de consumo que dicta que quien está a la par con la tecnología es una persona exitosa, que al comprar o renovar su teléfono celular puede relacionarse con sus iguales pero también gastar mucho dinero.