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Análisis comparativo de las campañas publicitarias del día de la madre 2023 realizadas por “RM” y “De Prati”
| dc.contributor.advisor | Herrera Flores, Ana Elizabeth | |
| dc.contributor.author | Solis Buenaire, Kimberly Galicia | |
| dc.date.accessioned | 2023-11-07T19:00:30Z | |
| dc.date.available | 2023-11-07T19:00:30Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/15067 | |
| dc.description | Mother's Day campaigns tend to be popular for improving sales, therefore, this research presents a comparative analysis of the Mother's Day advertising campaigns of RM and De Prati, in order to provide beneficial information for both the brands themselves and for those who study the advertising campaigns. Answering what strategies and approaches they used in the campaigns. Starting from the objective of Determining the strategies used in RM and De Prati's Mother's Day advertising campaigns on their social networks in the year 2023. Exploring advertising themes, advertising campaign strategies and the most used channels, creative approaches, the position of the mother and woman in advertising and information about RM and De Prati. And making use of a qualitative, inductive and descriptive methodology highlighting the qualities of the campaigns and the elements that compose them through their characteristics and using documentary consultation techniques to establish a theoretical basis that allowed the correct handling of techniques and information and observation, with their respective observation sheets allowing to collect data from the publications of the Instagram page of RM and De Prati in the period from the beginning of May until Mother's Day. Resulting in digital strategies with social networks, making use of emotionality and influencers by both companies, but having a greater diversity of approaches by Rm, using emotionality, humor and storytelling, De Prati did not diversify as much, however, was the one who obtained more interaction in its account, leaving far behind the interaction in RM. Thus recommending greater attention to their networks and encourage audience participation in the comments, in addition to diversify in creative approaches. | es_ES |
| dc.description | Mother's Day campaigns tend to be popular for improving sales, therefore, this research presents a comparative analysis of the Mother's Day advertising campaigns of RM and De Prati, in order to provide beneficial information for both the brands themselves and for those who study the advertising campaigns. Answering what strategies and approaches they used in the campaigns. Starting from the objective of Determining the strategies used in RM and De Prati's Mother's Day advertising campaigns on their social networks in the year 2023. Exploring advertising themes, advertising campaign strategies and the most used channels, creative approaches, the position of the mother and woman in advertising and information about RM and De Prati. And making use of a qualitative, inductive and descriptive methodology highlighting the qualities of the campaigns and the elements that compose them through their characteristics and using documentary consultation techniques to establish a theoretical basis that allowed the correct handling of techniques and information and observation, with their respective observation sheets allowing to collect data from the publications of the Instagram page of RM and De Prati in the period from the beginning of May until Mother's Day. Resulting in digital strategies with social networks, making use of emotionality and influencers by both companies, but having a greater diversity of approaches by Rm, using emotionality, humor and storytelling, De Prati did not diversify as much, however, was the one who obtained more interaction in its account, leaving far behind the interaction in RM. Thus recommending greater attention to their networks and encourage audience participation in the comments, in addition to diversify in creative approaches. | es_ES |
| dc.description.abstract | Las campañas para el día de las madres suelen ser populares para mejorar las ventas, por ende, en esta investigación se presenta el análisis comparativo de las campañas publicitarias del Día de las Madres de RM y De Prati, con el fin de aportar información beneficiosa tanto para las propias marcas como para aquellos que estudian a las campañas publicitarias. Respondiendo que estrategias y enfoques usaron en las campañas. Partiendo del objetivo de Determinar las estrategias usadas en las campañas publicitarias del día de la Madre de RM y De Prati en sus redes sociales en el año 2023. Explorando los temas publicidad, estrategias de campañas publicitarias y los canales más usados, los enfoques creativos, la postura de la madre y la mujer en la publicidad e información acerca de RM y De Prati. Y haciendo uso de una metodología cualitativa, inductiva y descriptiva resaltando las cualidades de las campañas y los elementos que las componen a través de sus características y usando las técnicas de consulta documental para establecer una base teórica que permitió el correcto manejo de las técnicas y la información y la observación, con sus respectivas fichas de observación permitiendo recoger datos de las publicaciones de la página de Instagram de RM y De Prati en el periodo de inicio de mayo hasta el día de las Madres. Resultando en estrategias digitales con el empleo de redes sociales, haciendo uso de la emotividad e influencers por ambas empresas, pero habiendo una mayor diversidad de enfoques por parte de RM, empleó a la emotividad, el humor y el storytelling, De Prati no diversificó tanto, no obstante, fue quien obtuvo más interacción en su cuenta, dejando muy atrás a la interacción en RM. Recomendando así mayor atención a sus redes y fomentar la participación de la audiencia en los comentarios, además de diversificar en los enfoques creativos. | es_ES |
| dc.format.extent | 43 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 | Campaña publicitaria | es_ES |
| dc.subject | Día de las Madres | es_ES |
| dc.subject | RM | es_ES |
| dc.subject | De Prati | es_ES |
| dc.title | Análisis comparativo de las campañas publicitarias del día de la madre 2023 realizadas por “RM” y “De Prati” | es_ES |
| dc.type | bachelorThesis | es_ES |
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