PUBLICIDAD DIGITAL Y POSICIONAMIENTO DE MARCAS EN LOS NEGOCIOS DE LA CIUDAD DE BABAHOYO
| dc.contributor.advisor | MSC. ALEJANDRA TERESA CAMPI MALDONADO | |
| dc.contributor.author | MERELO GÓMEZ MARÍA DEL PILAR | |
| dc.contributor.author | PAINÍ ESPINOZA YULEHISTE VANESSA | |
| dc.date.accessioned | 2024-09-27T17:19:06Z | |
| dc.date.available | 2024-09-27T17:19:06Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17415 | |
| dc.description | The main objective of this degree project is to analyze the impact of digital advertising on brand positioning in businesses in the city of Babahoyo. In today's digital age, online marketing strategies have become essential tools for businesses looking to increase their visibility and attract a wider audience. This study focuses on understanding how these strategies influence the perception and knowledge of local brands among Babahoyo consumers. To carry out these analyses, various types of documentary and explanatory research are used. Through a survey, interview, observation sheet and a comparative table, the results of the specific objectives related to the use of strategies to improve the brand positioning of different businesses through digital advertising were identified. These techniques provide a frame of reference that helps adapt and optimize digital marketing practices in the capital of Los Ríos, thus providing effective tools for the development and growth of companies in this area. This project is especially relevant in the current context of Babahoyo, a growing city where companies are constantly seeking the power to differentiate themselves and stand out in a competitive market. This will not only improve their competitiveness, but will also contribute to the economic development of the city. location. | es_ES |
| dc.description | The main objective of this degree project is to analyze the impact of digital advertising on brand positioning in businesses in the city of Babahoyo. In today's digital age, online marketing strategies have become essential tools for businesses looking to increase their visibility and attract a wider audience. This study focuses on understanding how these strategies influence the perception and knowledge of local brands among Babahoyo consumers. To carry out these analyses, various types of documentary and explanatory research are used. Through a survey, interview, observation sheet and a comparative table, the results of the specific objectives related to the use of strategies to improve the brand positioning of different businesses through digital advertising were identified. These techniques provide a frame of reference that helps adapt and optimize digital marketing practices in the capital of Los Ríos, thus providing effective tools for the development and growth of companies in this area. This project is especially relevant in the current context of Babahoyo, a growing city where companies are constantly seeking the power to differentiate themselves and stand out in a competitive market. This will not only improve their competitiveness, but will also contribute to the economic development of the city. location. | es_ES |
| dc.description.abstract | Este proyecto de titulación tiene como objetivo principal analizar el impacto de la publicidad digital en el posicionamiento de marcas en los negocios de la ciudad de Babahoyo. En la era digital actual, las estrategias de marketing en línea se han convertido en herramientas esenciales para las empresas que buscan aumentar su visibilidad y atraer a un público más amplio. Este estudio se enfoca en comprender cómo estas estrategias influyen en la percepción y conocimiento de las marcas locales entre los consumidores de Babahoyo. Para llevar a cabo estos análisis, se emplea varios tipos de investigación documental y explicativa. A través de una encuesta, entrevista, ficha de observación y una tabla comparativa, se identificaron los resultados de los objetivos específicos relacionados con el uso de estrategias para mejorar el posicionamiento de marca de diferentes negocios mediante publicidades digitales. Estas técnicas proporcionan un marco de referencia que ayuda a adaptar y optimizar las prácticas de marketing digital en la capital fluminense, brindando así herramientas efectivas para el desarrollo y crecimiento de las empresas en este ámbito. Este proyecto es especialmente relevante en el contexto actual de Babahoyo, una ciudad en crecimiento donde las empresas están en constante búsqueda de poder de diferenciarse y destacarse en un mercado competitivo, esto no solo mejorará su competitividad, sino que también contribuirá al desarrollo económico de la localidad. | es_ES |
| dc.format.extent | 98 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.relation.ispartofseries | TIC-UTB-FCJSE-COMUNICACION-000048; | |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Posicionamiento de marcas | es_ES |
| dc.subject | publicidad digital | es_ES |
| dc.subject | estrategias | es_ES |
| dc.subject.other | COMUNICACION | es_ES |
| dc.title | PUBLICIDAD DIGITAL Y POSICIONAMIENTO DE MARCAS EN LOS NEGOCIOS DE LA CIUDAD DE BABAHOYO | es_ES |
| dc.type | bachelorThesis | es_ES |
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