Análisis de los stakeholders como insumo de entrada en el diseño de un plan publicitario

Abstract

Companies in the commercial sector must not only create value for consumers, but must also develop a strategy of clear and persuasive communication to target consumers. This study analyzes companies in the commercial sector located in Ecuador, province of Tungurahua, the data obtained from the 5,368 companies in the sector, show in 72% that if they develop an advertising plan, but unfortunately only 28% do so with consulting or professional companies that direct the advertising plan, from the design to the implementation of the plan, the objective is to demonstrate the importance of the Advertising Consultation Agencies in the elaboration of an advertising pan of the commercial companies of the province of Tungurahua. For this, a qualitative methodology of descriptive type was designed in cross section to 200 companies of the sector as a sample of study for the application of the questionnaire with 26 questions, with the purpose of and to know how much they allocate to their marketing budget and another one that consists of 16 questions addressed to 350 consumers to determine what the media preference is at the moment of elaborating an efficient advertising plan. The chi-square method was used to corroborate the hypothesis raised in the investigation. In addition we can conclude that entrepreneurs have seen advertising as an unnecessary expense, should take into consideration the redesign of the way in which advertising is done to improve results and differentiate companies in the sector and the most important thing they can measure the efficiency of the advertising campaigns accompanied by a professional and specialized direction of consulting companies, which are the only ones that can turn these plans into a real success at the end of the campaign, generating the positioning of the company in the mind of the consumer.