Análisis de la imagen publicitaria del concesionario Hyundai Ambato desde el 2014 - 2024, para medir la percepción del consumidor y su relación con la marca

Abstract

This project addressed the challenge of analyzing the advertising image of the "Andinamotors S.A" dealership from the consumer's perspective, aiming to understand the influence of its visual and textual elements. The main goal was to evaluate consumers' current perception of Andinamotors' advertising, identifying the most impactful aspects and the emotions it conveys. It also aimed to see if it creates a professional and distinct image. The methodology used was quantitative, employing structured surveys. These surveys covered demographic data, digital advertising habits, and a detailed evaluation of Andinamotors' communication. The conclusions showed that visual elements and offers are key to getting consumer attention. Although the advertising shows professionalism, there are chances to improve its uniqueness and encourage consumers to seek more information. It is recommended that Andinamotors strengthen the originality of its design and messages,