Análisis de la campaña publicitaria navideña Balenciaga 2022
| dc.contributor.advisor | Lemos Beltrán, Daniel Gustavo | |
| dc.contributor.author | Carpio Caballero, Odalys Yolanda | |
| dc.date.accessioned | 2023-06-12T23:05:27Z | |
| dc.date.available | 2023-06-12T23:05:27Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/14453 | |
| dc.description | Marketing and advertising campaigns are presented as a way to increase sales or the image of a brand, in this work was examined the Balenciaga Christmas campaign 2022. Throughout this work, the topics of marketing, viral marketing, the different applications of digital marketing and tools such as storytelling were addressed. In the same way, everything about the controversy surrounding the Balenciaga campaign and its consequences were studied. The main objective of this work is the analysis of the characteristics of this campaign, both at the level of creation and its respective consequences. For this analysis an inductive system was used through qualitative approaches and collection techniques that included a connotative and denotative analysis of the content of the campaign, documentary consultation and above all two interviews that through a questionnaire allowed to know more about the phenomenon through the eyes of experts in the field. Thus, the results conclude that the campaign caused a great impact on the general perception of the world, through the use of viral marketing and controversy, in addition to the fact that the campaign was a failure with negative results for the brand and its image in the long term. | es_ES |
| dc.description | Marketing and advertising campaigns are presented as a way to increase sales or the image of a brand, in this work was examined the Balenciaga Christmas campaign 2022. Throughout this work, the topics of marketing, viral marketing, the different applications of digital marketing and tools such as storytelling were addressed. In the same way, everything about the controversy surrounding the Balenciaga campaign and its consequences were studied. The main objective of this work is the analysis of the characteristics of this campaign, both at the level of creation and its respective consequences. For this analysis an inductive system was used through qualitative approaches and collection techniques that included a connotative and denotative analysis of the content of the campaign, documentary consultation and above all two interviews that through a questionnaire allowed to know more about the phenomenon through the eyes of experts in the field. Thus, the results conclude that the campaign caused a great impact on the general perception of the world, through the use of viral marketing and controversy, in addition to the fact that the campaign was a failure with negative results for the brand and its image in the long term. | es_ES |
| dc.description.abstract | Las campañas de marketing y publicidad se presentan como una forma de aumentar las ventas o la imagen de una marca, en este trabajo se examinó a la campaña navideña de Balenciaga del 2022. A lo largo de este trabajo se abordaron los temas del marketing, el marketing viral, las diferentes aplicaciones del marketing digital y herramientas como el storytelling. De la misma forma, se estudió todo acerca de la polémica que envuelve a la campaña de Balenciaga y sus consecuencias. El objetivo principal de este trabajo es el análisis de las características de esa campaña, tanto a nivel de creación como con sus respectivas consecuencias. Para este análisis se manejó un sistema inductivo a través de enfoques cualitativos y se emplearon técnicas de recolección que incluyeron un análisis connotativo y denotativo del contenido de la campaña, la consulta documental y sobre todo dos entrevistas que a través de un cuestionario permitieron conocer más al fenómeno a los ojos de expertos en la materia. De esta forma los resultados concluyen en que la campaña causó un gran impacto en la percepción general del mundo, a través del uso del marketing viral y la polémica, además de que la campaña resultó fallida con resultados negativos para la marca y su imagen a largo plazo. | es_ES |
| dc.format.extent | 28 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 | Balenciaga | es_ES |
| dc.subject | Campaña de marketing | es_ES |
| dc.subject | Publicidad | es_ES |
| dc.subject | Análisis | es_ES |
| dc.title | Análisis de la campaña publicitaria navideña Balenciaga 2022 | es_ES |
| dc.type | bachelorThesis | es_ES |
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