Estrategias publicitarias alternativas para la promoción de la gastronomía ancestral del cantón Cevallos

Abstract

The food heritage of the Cevallos canton keeps a universe of flavors and represents an element of great importance within its history and economy; This project addresses the problems surrounding the promotion of the canton's ancestral gastronomy and was carried out with the aim of preserving the gastronomic knowledge of the ancient Cevallences settlers. In this way, through the analysis of the characteristics of the gastronomic proposal of the canton, the investigation of the current advertising media, the determination of the needs of the population, the collection of bibliographic information, the observation and investigation of the behavior of consumers and The compilation of opinions from experts and cantonal authorities confirmed the importance of promoting ancestral gastronomy for the preservation of knowledge and mitigating the population's ignorance of its culinary culture. Consequently, a strategic plan was developed focused on the promotion of the ancestral flavors of the canton, which is based on set objectives and consists of a series of alternative advertising strategies that provide a differential and distinctive value to the graphic products developed; which are focused on transmitting the variety of dishes typical of cevallence gastronomy, their characteristics and the history behind each preparation through the use of digital media and tools.