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Análisis comunicacional de campañas de marketing entorno a la pandemia en marcas como Nike, Coca-Cola, y Mercedes- Benz
| dc.contributor.advisor | Andrade Bazán, Mónica Joselyn | |
| dc.contributor.author | Loor Ramirez, Lina Cristina | |
| dc.date.accessioned | 2020-10-15T21:16:05Z | |
| dc.date.available | 2020-10-15T21:16:05Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/8829 | |
| dc.description | The next project will deal with the communication strategy of marketing campaigns around the pandemic in brands such as Nike, Coca-Cola and Mercedes Benz. These companies used content for their consumers, in such a way that they transmitted an encouraging message to raise awareness and the importance that we must now give to our health and even more so in times of pandemic. Therefore, at the time of advertising, they came with a different message, but with the same purpose, since it helped the situation that was going from confinement to homes and seeing the posts was encouraging and at the same time it was the only distraction. at that time and thanks to the internet access that was available, that could be observed. The objective of this project is to analyze the three brands in order to know their communication strategy, since these brands have different commercial guidelines and with the application of the qualitative method, the inductive and deductive methodology, the results were achieved, which are diagnostic, descriptive and exploratory. With the aim that these three brands joined the hashtag #YoMeQuedoEnCasa, they contributed positively to all consumers and encouraged us to stay healthy and at home. | es_ES |
| dc.description | The next project will deal with the communication strategy of marketing campaigns around the pandemic in brands such as Nike, Coca-Cola and Mercedes Benz. These companies used content for their consumers, in such a way that they transmitted an encouraging message to raise awareness and the importance that we must now give to our health and even more so in times of pandemic. Therefore, at the time of advertising, they came with a different message, but with the same purpose, since it helped the situation that was going from confinement to homes and seeing the posts was encouraging and at the same time it was the only distraction. at that time and thanks to the internet access that was available, that could be observed. The objective of this project is to analyze the three brands in order to know their communication strategy, since these brands have different commercial guidelines and with the application of the qualitative method, the inductive and deductive methodology, the results were achieved, which are diagnostic, descriptive and exploratory. With the aim that these three brands joined the hashtag #YoMeQuedoEnCasa, they contributed positively to all consumers and encouraged us to stay healthy and at home. | es_ES |
| dc.description.abstract | El siguiente proyecto tratará sobre la estrategia comunicacional de campañas de marketing en torno a la pandemia en marcas como Nike, Coca-Cola y Mercedes Benz. Dichas empresas emplearon contenido para sus consumidores, de tal manera que transmitieron un mensaje alentador para llegar a la concientización y la importancia que ahora debemos de prestarle a nuestra salud y más aún en momento de pandemia. Por lo tanto, al momento de realizar la publicidad llegaron con un mensaje diferente, pero con la misma finalidad, ya que ayudaba a la situación que se estaba pasando de confinamiento en los hogares y ver los posts era alentador y a la vez era la única distracción en ese momento y gracias al acceso de internet que se tenía se podía observar aquello. El objetivo de este proyecto es analizar las tres marcas con la finalidad de conocer su estrategia comunicacional, dado que estas marcas tienen diferentes lineamientos comerciales y con la aplicación del método cualitativa, la metodología inductiva y deductiva, se logró concretar los resultados, las cuales son diagnósticas, descriptivas y exploratorias. Teniendo como fin que estas tres marcas se sumaron al hashtag #YoMeQuedoEnCasa, aportaron de forma positiva a todos los consumidores y alentando a mantenernos sanos y en casa. | es_ES |
| dc.format.extent | 22 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2020 | 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 | Estrategia comunicacional | es_ES |
| dc.subject | Campañas de marketing | es_ES |
| dc.subject | Pandemia | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.title | Análisis comunicacional de campañas de marketing entorno a la pandemia en marcas como Nike, Coca-Cola, y Mercedes- Benz | es_ES |
| dc.type | bachelorThesis | es_ES |
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