Gestión publicitaria e imagen corporativa de la Cámara de Comercio de Ambato

Abstract

The present research focuses on the development of a plan of advertising that contains new strategies of communication and marketing as the advertising is, with the aim of improving the corporate image of the Chamber of Commerce of Ambato. Having a Plan of advertising is considered a factor of great importance because it helps to spread or inform the public about an idea, image, good or service through the media, with the goal of motivating the objective public toward an action of loyalty or consumption. The brand gets to position itself on the minds of the audience in the long term due to the correct advertising management, creating in this way a perceptual space that define the essence and place of the organization as well as the benefit that is obtained, in this case, by those who are members of the Chamber of Commerce of Ambato. This is so that it is believed in the institution that it is necessary to include itself in the different media which allow to provide information to its partners and citizenship that is the reason why it is decided to give ways to the proposal that it is laid out in this research. Therefore the Chamber of Commerce of Ambato will assume a significant role that, through effective and strategic actions will allow the entity to improve its corporate image and as a result to publish its services to manage, in this way, that the different audiences and stakeholders identified it and at the same time comprehend clearly its activity.