Diseño y Arquitectura

URI permanente para esta comunidadhttp://repositorio.uta.edu.ec/handle/123456789/7522

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2017 - 20195

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Tema: search.filters.subject.NEUROMARKETING

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Mostrando 1 - 5 de 5
  • Miniatura
    Item type:Ítem,
    El neurodiseño como aporte en la retención académica de la Universidad Técnica de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-09)
    Barona Zamora, Diana Rebeca
    ;
    Pilamunga Poveda, Efraín Marcelo
    Design is a way to solve both social and commercial problems, the present research addresses the problem of university academic desertion, which appears not only in the Technical University of Ambato (Universidad Técnica de Ambato in Spanish or UTA), but also in various institutions worldwide and is constituted by several factors that affect each one of the careers according to the social, political and economic context of both the student and the institution. In the present investigation it was possible to define that the main cause that affects the Faculty of Design and Architecture is the lack of vocational guidance and academic misinformation causing dissatisfaction with the selected profession, which has a distortion of expectations about careers so through the first academic cycles, led by demotivation, they decide to defect. Determined the main cause of desertion, Design and Neuroscience take center stage in order to strengthen the communication systems of the University regarding the academic offer to contribute to the retention of students, taking the user as the main object of analysis, since its behavior, emotions, perceptions and motivations are the key essence on which Neuromarketing and Neurodesign found their bases and determine their success. An investigation was carried out among students who are about to enter to a university and have the need to know the relevant information that will influence the choice of their profession; collecting important data such as the information channels they use and their motivations, which allowed generating effective communication strategies with the academic offer by using sensory and emotional impact through the use of Neurodesign methodologies.
  • Miniatura
    Item type:Ítem,
    El Brand Sense en el posicionamiento de marca, Ambato 2018
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-09)
    Barrionuevo Andi, Shirley Alejandra
    ;
    Jordán Yanchatuña, Diego Ismael
    The human being in his day to day is surrounded by sensory experiences with his environment, generating emotional links with everything around him, either positively or negatively. It is there that the brand must persuade and be effective when in contact with the consumer generating unique moments obtaining positive experiences; but few are the brands that today care about connecting with people and knowing their behavior before the different stimuli they receive from outside. The research has focused on the use of emotions through the senses, the main reason will be an experiment based on sensory experience, which consists of the approach of the client to the brand through stimuli in vision, hearing and Kinesthesia which will generate results that will be taken into account the development of advertising strategies.
  • Miniatura
    Item type:Ítem,
    El Neurodiseño como aporte al posicionamiento de la empresa Tecnoalarma en la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-01)
    Aldás López, Astrid Madelaine
    ;
    Pilamunga Poveda, Marcelo Efraín
    Ambato, known for its entrepreneurial people, has stood out as a commercial city for several years, for this reason it is beneficial to raise new positioning strategies for companies and micro-companies that need to be highlighted above all companies. This research project is based on the importance of neuroscience in the design process, thanks to neuro-design a new paradigm comes from. It is necessary to point out that this problem focused on brand acknowledgement. That is, through the stimulation by the senses generating behavior and emotions in people in order to achieve the remembrance and identification of the brand. However, research has focused on the use of emotions, as the main reason for developing a proposal based on a sensory experience, to bring clients and the brand together through the stimuli which generates reactions or emotions in each human being. On the other hand, the surveys carried out on families (fathers and mothers between 30 and 50 years) and the interview obtained by professionals in different areas of Design, Advertising, Psychology and Neuropsychology were of vital importance across the research. Therefore, within the research to perform a neuro-design analysis is planned, according to Cabrera M. (2004) "the neuron transmits all information, depending on the influences it receives, and after a synthesis decides or not to respond to stimuli " because of this, today seek is to propose new design strategies that allow positioning a company within a target audience through an analysis where results are public behaviors or reactions against a design brand, this is through the appropriate strategies applications that help to improve the image and perception of a company, reaching a preferential place over the competition.
  • Miniatura
    Item type:Ítem,
    Los odotipos como estrategia para reforzar la identidad de marca de la empresa Energy Denim
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2018-07)
    Andocilla Rosero, José Gabriel
    ;
    Cabrera Yaguana, Diego René
    In Ambato as a commercial town surrounded by stores of clothes and footwear, is beneficial learn new ways to attract customers for both companies and micro enterprises requiring you to stand out from the competition. That is why the research project, is based on the merger between branding and scent marketing, two areas that complement each other in a mutual relationship. That is why it is necessary to mention it broke of problems focused on the remembrance of the brands. I.e., what senses do the customer to remember a brand, for example the view through an attractive graphics, the ear by means of a specific sound as an advertising jingle taste through a characteristic flavor of a product, the touch through tex You turas possesses a certain packaging. Why is that a mark is a complex structure since the consumer perceives it more human and sensory way. However research has focused on the sense of smell, a forgotten sense in the field of branding and marketing, but at the same time a powerful sense as compared to view human recalls two hundred colors but has the ability to recall up to ten thousand fragrances, main reason to develop a proposal based on a sensory experience, which consists of the approach of customer to the brand through the sense of smell. The surveys carried out men from 20 to 35 years of age and the interview obtained by the company (SENSIA olfactory marketing) were of vital importance to enrich research. The importance of this research project has a great contribution, since the brand identity acquires a new component which is the odotype, which would become a key element to strengthen brand identity and position in the mind of the public.
  • Miniatura
    Item type:Ítem,
    Los principios de la atracción humana y su aplicación en la neuropublicidad
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario, 2017-07)
    Zambrano Jiménez, Byron Fernando
    ;
    Ruiz Pérez, Christian Gabriel
    This present project develop with the objetive of understanding the functioning of the human mind, based on the principles of attraction that govern the decisions of every human, because the result about this studies say the brain is the result of thousands centuries of evolution, therefore consumption habits, searching for a potential partner and all decisions in general will be strongly influenced by its more instinctive biology. Furthermore, the present work is focused on studying the most important aspects about neuromarketing being that nowadays huge brands, among them, “Colgate Palmolive”, “Nestle”, “Nike”, “CocaCola”, “Pepsi” and enterprises like “Neuro Insight” in Australia, “Sand researchers” in Texas, “Biialab” in the United States, “Handsearch” in Perú or “Mindadvisors” in Ecuador have appointed, through new advances in neurosciences, decodification human being's behavior to implement its results to advertising strategies. That's why understanding the principles of human attraction will help to identify the way in which everybody is vulnerable to certain scenarios, that everyone act in a subconscious and authomatic way when it comes to purchasing decisions; and that within neuroadvertising these concepts turn of vital importance for the Publicitary Graphic Design professional, becoming a competitive advantage within the current market to understand the consumer's mind with more criterion, and at the same time, it will benefit the population in general since they will undersand themselves as consumers to choose with more wisdom products and services in benefit of their own development.