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Estrategias publicitarias implementadas por la Cruz Roja Ecuatoriana de Babahoyo en su página oficial de Facebook
| dc.contributor.advisor | Lemos Beltrán, Daniel | |
| dc.contributor.author | Castro Aguilar, Anallely Melina | |
| dc.date.accessioned | 2023-10-30T16:13:02Z | |
| dc.date.available | 2023-10-30T16:13:02Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14912 | |
| dc.description | In this research project, the advertising strategies employed by the Ecuadorian Red Cross - Provincial Board of Los Ríos, in the city of Babahoyo, through their official Facebook page, were analyzed. The most effective and obsolete methods in planning for a humanitarian and charitable organization like this one were identified, with an emphasis on essential considerations when creating or publishing information of this nature. The methodology used was both qualitative and quantitative. Interviews were conducted with an expert responsible for advertising creativity at the Ecuadorian Red Cross, and previous literature was consulted to emphasize the importance of an appropriate strategic methodology to guide future communicators working in social and humanitarian organizations. Additionally, the current and potential audience of the organization on their Facebook page was surveyed to identify the factors influencing their attention. The results indicated that the use of words and images that evoke sensitivity will capture the audience's attention. The color and message should be clear, concise, and straightforward to avoid confusing the recipient. Furthermore, a language that inspires trust and caters to different target audiences should be utilized. | es_ES |
| dc.description | In this research project, the advertising strategies employed by the Ecuadorian Red Cross - Provincial Board of Los Ríos, in the city of Babahoyo, through their official Facebook page, were analyzed. The most effective and obsolete methods in planning for a humanitarian and charitable organization like this one were identified, with an emphasis on essential considerations when creating or publishing information of this nature. The methodology used was both qualitative and quantitative. Interviews were conducted with an expert responsible for advertising creativity at the Ecuadorian Red Cross, and previous literature was consulted to emphasize the importance of an appropriate strategic methodology to guide future communicators working in social and humanitarian organizations. Additionally, the current and potential audience of the organization on their Facebook page was surveyed to identify the factors influencing their attention. The results indicated that the use of words and images that evoke sensitivity will capture the audience's attention. The color and message should be clear, concise, and straightforward to avoid confusing the recipient. Furthermore, a language that inspires trust and caters to different target audiences should be utilized. | es_ES |
| dc.description.abstract | En este proyecto de investigación, se analizaron las estrategias de publicidad que se aplican en la Cruz Roja Ecuatoriana - Junta Provincial de Los Ríos, en la ciudad de Babahoyo, a través de su página oficial de Facebook. Se identificaron los métodos más efectivos y obsoletos en la planificación de una empresa humanitaria y solidaria como esta organización, con énfasis en los aspectos esenciales a considerar al crear o publicar información de esta naturaleza. La metodología empleada fue cualitativa y cuantitativa. Se llevaron a cabo entrevistas con un experto encargado de la creatividad publicitaria en la Cruz Roja Ecuatoriana y se recurrió a bibliografía previa para resaltar la importancia de una metodología estratégica adecuada para guiar a futuros comunicadores que trabajen en organizaciones de carácter social y humanitario. También se encuestó a la audiencia actual y potencial de la organización en su página de Facebook para identificar los factores que influyen en su atención. Los resultados indicaron que el uso de palabras e imágenes que generen sensibilidad captará la atención del público. El color y el mensaje deben ser claros, concisos y sencillos para no confundir al receptor, además de utilizar un lenguaje que inspire confianza y se adapte a los diferentes tipos de público objetivo. | es_ES |
| dc.format.extent | 40 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2023 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Estrategias publicitarias | es_ES |
| dc.subject | Cruz Roja Ecuatoriana | es_ES |
| dc.subject | Red social Facebook | es_ES |
| dc.title | Estrategias publicitarias implementadas por la Cruz Roja Ecuatoriana de Babahoyo en su página oficial de Facebook | es_ES |
| dc.type | bachelorThesis | es_ES |
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