Briefing en las empresas de calzado de la Provincia de Tungurahua Asociadas a CALTU

Abstract

The National Footwear Chamber - CALTU; Is a non-profit financial institution, located in the city of Ambato, which is located in Ingahurco Bajo. It gives attention to the leather and footwear sector of Ecuador. About 35 footwear companies are associated with small and medium-sized companies. This research has focused on a Briefing model that can be adapted to all footwear companies associated with CALTU, since most do not have an Advertising Briefing to help promote their products and therefore increase their profitability through implementation Of advertising media. In the field research carried out to the external clients of the companies, we observed that the majority of respondents think that the advertising they perform is not good nor their messages are flashy, this being an important point when they want to reach the mind of Consumers and remain in it, therefore are shortcomings that need to be improved. Thus, the proposal made is to design the Briefing to improve its advertising and to stay in the market, using the mass media, such as radio, print and flyers, in addition, social networks as a means of direct interaction With customers, which is expected to increase their sales and therefore their profitability