Diseño gráfico publicitario

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/7523

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    La incidencia de las fake news en las estrategias publicitarias digitales en la ciudad de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario, 2022-04-04) Chaglla Valencia, William Patricio; Larrea Solórzano, Andrea Daniela
    Currently, companies that remain in the market use digital media as an essential part of their strategies, due to the excess of advertising that exists in these, often omit information necessary for the consumer or exaggerate the benefits of their products, reaching the point of lying to stand out, go viral, be trends or conquer the market. That is why the following project determines the impact caused by the use of these advertising pieces and how they have been influenced by fake news. The objectives are reflected in the results, where an analysis of the data obtained and the cases where advertising with characteristics of fake news was detected. Likewise, it was possible to identify whether or not fake news had an impact on advertising strategies.
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    Estrategias publicitarias digitales, como herramienta para el posicionamiento de microemprendimientos del sector gastronómico durante la pandemia en el cantón Latacunga
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario, 2021-10-01) Herrera Molina, Santiago Francisco; Jordán Yanchatuña, Diego Ismael
    The past year 2020 was a year full of conflicting events for society due to the pandemic that took place in the year mentioned, the gastronomic sector of the city of Latacunga has been one of the most affected sectors as a result of economic paralysis, the result of a confinement to counteract the spread of the pandemic. Many of the people were forced to undertake in an emergent way to sustain the basic economy of their daily lives, most of them have opted for microenterprises based on gastronomy, either by the ease of production, or in many cases to market traditional or family recipes, when analyzing these microenterprises has been visible the lack of digital advertising tools to position their different microenterprises, since most have used social networks as a means of advertising dissemination. This integrative project aims to develop digital advertising strategies as a tool for the positioning of microenterprises in the gastronomic sector during the pandemic in the city of Latacunga. Seeking to make a digital strategic proposal to establish a business model and achieve a positioning in the aforementioned situation.