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Estrategias de comunicación utilizadas en la campaña de Educación vial de Transvial EP en el periodo 2022
| dc.contributor.advisor | Herrera Flores, Ana Elizabeth | |
| dc.contributor.author | Ochoa Jara, Massiel Belén | |
| dc.date.accessioned | 2023-11-06T19:53:16Z | |
| dc.date.available | 2023-11-06T19:53:16Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15030 | |
| dc.description | The road safety education campaigns presented by public companies require preparation work and use of strategies, so this research is justified in the contributions to the company Transvial, to advertising scholars, their strategies in campaigns and road safety education, because through the point of view presented it was possible to identify creative approaches and functional strategies within the campaigns of public companies. Thanks to the General objective, Determine the communication strategies used in the Road Safety Education campaign of Transvial EP in 2022. It was possible to apply the Inductive, qualitative and descriptive methodology, make use of observation, with its tool, the observation sheets applied on two publications of each month during 2022 on the Facebook and Instagram page; the interview conducted to who was director at that time of the company and the person in charge of supervising the campaign. It was concluded that much use was made of emotionality as a creative approach, that digital strategies were used to a great extent, as well as human and citizen service resources and digital channels, mobilization of human resources, joint work with citizen service departments, advertising and printed implements to comply with its road safety education campaign. Recommending greater attention to their social networks, as their interaction remains very fair and increase the creative approaches used. | es_ES |
| dc.description | The road safety education campaigns presented by public companies require preparation work and use of strategies, so this research is justified in the contributions to the company Transvial, to advertising scholars, their strategies in campaigns and road safety education, because through the point of view presented it was possible to identify creative approaches and functional strategies within the campaigns of public companies. Thanks to the General objective, Determine the communication strategies used in the Road Safety Education campaign of Transvial EP in 2022. It was possible to apply the Inductive, qualitative and descriptive methodology, make use of observation, with its tool, the observation sheets applied on two publications of each month during 2022 on the Facebook and Instagram page; the interview conducted to who was director at that time of the company and the person in charge of supervising the campaign. It was concluded that much use was made of emotionality as a creative approach, that digital strategies were used to a great extent, as well as human and citizen service resources and digital channels, mobilization of human resources, joint work with citizen service departments, advertising and printed implements to comply with its road safety education campaign. Recommending greater attention to their social networks, as their interaction remains very fair and increase the creative approaches used. | es_ES |
| dc.description.abstract | Las campañas de educación vial presentadas por las empresas públicas requieren de un trabajo de preparación y uso de estrategias, por lo que esta investigación se justifica en los aportes a la empresa Transvial, a los estudiosos de la publicidad, sus estrategias en las campañas y la educación vial, pues a través del punto de vista presentado se pudo identificar enfoques creativos y estrategias funcionales dentro de las campañas de las empresas públicas. Gracias al objetivo General, Determinar las estrategias de comunicación usadas en la campaña de Educación vial de Transvial EP en 2022. Fue posible aplicar la metodología Inductiva, cualitativa y descriptiva, hacer uso de la observación, con su herramienta, las fichas de observación aplicadas sobre dos publicaciones de cada mes durante el 2022 en la página de Facebook e Instagram; la entrevista realizada a quien fue director en ese tiempo de la empresa y el encargado de supervisar la campaña. Se concluyó que se usó mucho a la emotividad como enfoque creativo, que se usaron las estrategias digitales en gran medida, también al recurso humano y de atención ciudadana y canales digitales, movilización del recurso humano, el trabajo conjunto con departamentos de atención ciudadana, voceo e implementos impresos para cumplir con su campaña de educación vial. Recomendando mayor atención a sus redes sociales, pues su interacción queda muy justa y aumentar los enfoques creativos que se utilizan. | es_ES |
| dc.format.extent | 32 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 | Transvial | es_ES |
| dc.subject | Estrategias de comunicación | es_ES |
| dc.subject | Campaña de educación vial | es_ES |
| dc.subject | Análisis | es_ES |
| dc.title | Estrategias de comunicación utilizadas en la campaña de Educación vial de Transvial EP en el periodo 2022 | es_ES |
| dc.type | bachelorThesis | es_ES |
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