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- ÍtemAdvertising & Learning (A&L): Potencial de la publicidad para afianzar la motivación e interés en el aprendizaje de matemáticas en contextos escolares, caso Colegio Santa Marta (Usme, Colombia)(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Cuervo Blanco, Camilo Andrés; Palacios Chavarro, Janneth ArleyThis study deals with the possibilities that concepts and advertising tools can have in academic environments, to be able to strengthen motivation for learning in students of secondary level; for this, an exploratory study was realized, in which it was had as sample the students of degree 701 and 702 in math class of Santa Martha School, located in the locality of Usme (Colombia). Techniques used were structured interviews, designed to be applied to teachers in the math area and to know the design and structure of their classes; on the other hand, the technique of non-participatory observation in classes was used to observe students behavior about the class; in addition to this, a tool was applied to the students in order to know perception of classes. After applying the different techniques, it became evident that different problems are generated in the classroom, particularly those related to motivation towards the subject. To contribute to this, an advertising campaign was designed to improve thematic content of class, and thus generate greater ownership and motivation for it, using concepts and advertising tools. This research allows us to observe how concepts and advertising tools can contribute to the teaching and learning processes in areas where there are often difficulties of interest and motivation that can affect learning
- ÍtemAdvertising & Learning (A&L): Potencial de la publicidad para afianzar la motivación e interés en el aprendizaje de matemáticas en contextos escolares, caso Colegio Santa Marta (Usme, Colombia)Cuervo Blanco, Camilo Andrés.; Palacios Chavarro, Janneth Arley.This study deals with the possibilities that concepts and advertising tools can have in academic environments, to be able to strengthen motivation for learning in students of secondary level; for this, an exploratory study was realized, in which it was had as sample the students of degree 701 and 702 in math class of Santa Martha School, located in the locality of Usme (Colombia). Techniques used were structured interviews, designed to be applied to teachers in the math area and to know the design and structure of their classes; on the other hand, the technique of non-participatory observation in classes was used to observe students behavior about the class; in addition to this, a tool was applied to the students in order to know perception of classes. After applying the different techniques, it became evident that different problems are generated in the classroom, particularly those related to motivation towards the subject. To contribute to this, an advertising campaign was designed to improve thematic content of class, and thus generate greater ownership and motivation for it, using concepts and advertising tools. This research allows us to observe how concepts and advertising tools can contribute to the teaching and learning processes in areas where there are often difficulties of interest and motivation that can affect learning.
- ÍtemAnálisis al consumidor cervecero artesanal en la ciudad de Bogotá y su razón de compra frente a la marca Lubianka(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Rodriguez Burgos, Paula Andrea; Uribe Andrade, MauricioThe craft beer industry in Colombia has increased its share to reach 0.5% market share in 2020, in which there are around 255 companies called "microbreweries" in Bogotá alone. Despite the monopoly imposed by Bavaria, these craft beer companies have found opportunities to access a market in which the consumer demand for this drink is found in 66% of the population. In addition, said target audience denotes an interest in acquiring different products from the current offer, by opting for different flavors, aromas and concepts that are precisely qualities with which craft beer has ventured. It is an industry that is serious about showing that there is a universe beyond blonde, black and red. And it makes it clear that it is not from people who make beer at home, but from professional ventures, who design their drinks. In this investigation, the objective of which is to determine the reasons for a consumer's purchase compared to the Lubianka brand. It is presented as a project that seeks what are the reasons or motivations why a consumer buys in Lubianka, knowing its political ideology and the history of its creators who are demobilized from the FARC, who participated in the peace process and now do part of Eje Cervecero Insurgente a group of craft beer establishments in Bogotá made up of demobilized and victims of violence in Colombia, which arises with the purpose of betting on the craft beer industry
- ÍtemAnálisis de casos de plagio en publicidad en ColombiaHurtado Sánchez, Cristian Camilo; Aguilera Corredor, Karen Ximena; Avendoño, Luis Alfredo
- ÍtemAnálisis de casos de plagio en publicidad en Colombia(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Hurtado Sánchez, Cristian Camilo,; Aguilera Corredor, Karen Ximena;; Alfredo Avendaño, LuisAdvertising was first used by an Egyptian papyrus from over 2,000 years ago. antiquity. It is also known that the criers have their advertisements in the requested market different products from that time. Advertising has played an indispensable role in the market as well as in each of the people who have received an advertising message, beneficiary to companies, institutions, organizations, etc. The target audience which is where makes every effort to reach out to them in an innovative and emotional way that ultimately They are the protagonists of all that effort to captivate with so much creativity. Advertising implies creativity that are two unbreakable ties, being advertising a basic tool of a good advertiser for achieving a goal; creativity is the most original way of creating or inventing something with a purpose is to set a different perspective of seeing things to that with this you can obtain an alternative knowledge that determines an original idea that breaks An outline of the traditional. But guild people have found in the copying or plagiarism a simple and apparently just as effective way to the same originality.
- ÍtemAnálisis de las estrategias de marketing político utilizadas en las campañas electorales de los jóvenes Donald González, Guillermo Sánchez y Yuly Acuña diputados elegidos en el año 2015 para la Asamblea Departamental de Boyacá(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Ramírez Barrera, Iván Felipe; López Giraldo, AndrésThis research analyzes characteristics of the political campaigns of young candidates between the ages of 18 and 28, for the 2015 elections before the Departmental Assembly of Boyacá-Colombia. Of the 16 deputies elected by popular vote, for this four-year period, three are included in this age range. All of them come from different political parties and municipalities of the department. The communication, advertising and media strategies used by each of the candidates to reach their public objectives is the basis of this research. Likewise, the type of message and the channels they will use to communicate, the profile of the candidates were studied. , pre-election leadership processes, task forces and political coalitions.
- ÍtemAnálisis de percepción de las publicaciones de la marca Uber en redes sociales: una mirada a la técnica InboundChala Velásquez, Sergio Daniel; Gallego Torres, Rómulo Andrés
- ÍtemUna aproximación a la idea de publicidad inclusiva : un reto para la publicidad y el colectivo de personas sordas de BogotáBuitrago Gutiérrez, Andrés Felipe; Tovar Quiroga, Johan Esteban; Cancino, Juan Simón
- ÍtemBom Unicode(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Heredia Gómez, Mary Nataly,; Duarte Gómez, Raul Alberto;; Duarte Gómez, Raul AlbertoThe evolutionary process in the identification of the so-called "URBAN TRIBES", today recognized as "CONSUMER TRIBES", require the creation of icons of recognition of each one of them, elements that allow integrally to possess a true and appropriate identification in their cultural identity The so-called "FRIKYS TRIBES", at like the other tribes they require this process of identification of their main characteristics such as its identity with manga culture, anime as well as some series that have icons that allow the relaunch of the classics, the emblems of each character or each series that generates special attraction for this tribe.
- ÍtemBom unicode(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Heredia Gómez, Mary Nataly,; Duarte Gómez, Raul Alberto;; Duarte Gómez, Raul AlbertoThe evolutionary process in the identification of the so-called "URBAN TRIBES", today recognized as "CONSUMER TRIBES", require the creation of icons of recognition of each one of them, elements that allow integrally to possess a true and appropriate identification in their cultural identity The so-called "FRIKYS TRIBES", at like the other tribes they require this process of identification of their main characteristics such as its identity with manga culture, anime as well as some series that have icons that allow the relaunch of the classics, the emblems of each character or each series that generates special attraction for this tribe.
- ÍtemBranded Content: Una alternativa para la evasión de la publicidad en los medios de comunicación colombianos(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Huertas Chiguasuque, Andrea Carolina; Maestre, NicolásIn Colombia, with the revolution of new technologies and globalization, audiences have broader access to information, this is due to the growth of the population with access to satellite TV and the internet. Advertisers do their best to reach as many audiences, however the saturation by excess supply, causes consumers to be more selective with the messages it receives and behave rationally. Which makes the traditional pattern does not have the same effectiveness as years ago. Tapia (2012), Entertainment Industry, gossip magazines and Remote Control syndrome (zapping). In scientific research report.
- ÍtemLas campañas publicitarias en social media como herramientas de concienciación contra el acoso sexual hacia las mujeres.Martínez Jaramillo, Héctor Alejandro; Pérez Agudelo, Jenny Katalina; Avendaño Rodríguez, Luis Alfredo
- ÍtemCómo la publicidad dirigida al consumo de bebidas gaseosas afectó las decisiones de compra de personas nacidas en el periodo de 1960 a 1980, denominados como generación x en Bogotá.(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Marín Rey, Yulieth Patricia; Bohórquez Lazdhaluz, Ricardo AndrésThe consumption of carbonated drinks increases cardiovascular disease and diabetes. A Colombian, on average, spends about 196,773 a year on this type of drink. Faced with this scenario, the brands that promote the consumption of this type of beverage have been strengthening their promotion and promotion strategies, seeking new consumers cautiously or keeping accidents. The objective of this study is to understand the different systems of affectation generated from the advertising of consumption of soft drinks influencing the purchase decisions of people born in the period from 1960 to 1980, known as generation x. In this context, the investigation is included by an observation of the commercials of the generation x and additionally by an analytical reading of some interviews of what people thought. It developed an experiment that involves distributing an online questionnaire to respondents and through life stories in order to understand the advertising of soft drinks in the 1980s. The responses received affect the advertising of Soft drinks were highly effective and persuasive as the results indicate that consumers have a high recall with promotions and promotional products for soft drinks.
- ÍtemCongruencia entre la percepción de los atributos de Mr. Tea en los jóvenes universitarios y los contenidos presentados en la publicidad(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Cardozo Peláez, Paola Juliana; Plazas Olaya, Leidy Tatiana; Cáceres Gutiérrez, AmparoThe research on the perception of the attributes of Mr. Tea university students in female and male stratum 3 and 4 of the city of Bogota, in front of the consistency of the contents presented in advertising, presented evidence that determined that there is congruence between what consumers perceive advertising messages and therefore the creation of a copy associated with drinks is recommended 'take into account the implementation of product testing, to find out the perception of client on the consumption of beverages which are manifested actual product attributes for which advertising messages are taken into account; indicating that the science of perception, sensation, emotion, motivation and the chemical senses are crucial to the creative processes of the communication.
- ÍtemConsumo de fast fashion como influencia emocional en mujeres jóvenes de Kennedy desde pandemia.(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Celis Cardenas, Laura Valentina; Martínez Carreño, Valentina; Roa Wilches, KarenIn Colombia, a significant increase in the acquisition of clothing has been observed since 2020 compared to years before the pandemic, according to the Diario La República, where they state that fashion consumption in the country reached $27.7 billion in 2021. , 21% more than in 2020 and 5% more than in 2019. Clothing sales increased significantly compared to the previous year, and now shopping is also considered a “therapeutic factor.” since they generate feelings of self-care, reward, distraction, relief, social connection and help overcome negative emotions. This has led to more compulsive and impulsive behavior in women and this pattern of consumption has a significant impact on the environment. The mass production of fast fashion garments requires a considerable amount of natural resources, such as water, energy and chemicals. Additionally, many of these garments are made from synthetic petroleum-derived materials, such as polyester, which has a negative impact on the environment during their production and release of microplastics into the oceans when washed. Additionally, accelerated production generates a large amount of waste and greenhouse gas emissions.
- ÍtemCreación de empresa LikeBrand: Conectando progreso digital.(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Soler Martinez, Oscar David; Ramirez Contreras, Manuel Guillermo; Luque Enciso, DeyaniraThe creation of an audiovisual business project in the city of Bogotá is carried out, for certain sectors where we find versatility in the market and natural persons. Likebrand wants to take charge of taking the evolution digitally in the market in actions that they carry out to achieve objectives, related to natural persons and store businesses that must evolve digitally, in this way we must carry out strategies for the creation of services and products in accordance to the market penetration that we want to reach taking into account the different companies that are found. To develop each part of the strategies that the Likebrand project presents for audiovisual marketing for the conversion, retention and growth of customers. The quality as professionals of the foundation, the liberators, we could have an extensive and valid experience for the professional field for the contribution of each of their ideas or advertising businesses as a digital image or intros on various platforms which will be transmitted to all users. of our clients
- ÍtemLos cuentos que nos echan las marcas: desarrollo de narrativas transmedia desde el caso de influencer colombiano Juanda Bogotá Colombia 2022(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Ardila Beleño, Karen Lorena; Téllez Morales, German Dilvaldo; Cardenas Cabezas, Ricardo YezidBrands are present in the daily lives of human beings, constantly influencing the development and decisions they make. For a long time, brands have had ambassadors for their image, from characters such as the cowboy for Marlboro cigarettes, Mickey Mouse for Disney, to the use of celebrities or iconic figures, which give brands recognition. In the current paradigm and With the new technological implications, we have the influencers, who, according to the current definitions of the Spanish language, are people of influence that stand out in a social network or other communication channel and express opinions on a specific topic, people who exert a great influence on many people who know him. Therefore, this research seeks to distinguish the way in which transmedia narratives are used to generate engagement, taking Colombian influencer JuanDa as a case study. Identifying the most common types of narratives in digital content , clarifying that it is a narrative, transmedia, and engagement, in order to show the strategies used by this influencer. encer, and how they manage to influence and enter into the imaginary of their consumers, to generate an approach or conjecture on whether this will continue to be the way to attract and capture the public's attention organically and emotionally, in the Bogotá audience.
- ÍtemEfectos de las variables ambientales sobre la decisión de compra del consumidor de:Fruti helado(Fundación Universitaria Los Libertadores. Sede Cartagena., ) Perdomo Rivera, William Francisco,; Camelo Méndez, Wallner Yarin;; Cáceres G, AmparoFaced with the current market dynamics, retail establishments with their traditional type, are being overshadowed by new archetypes of commercial establishments called free trade, which converge a number of variables in the environment, that encourage and reinforce the purchase action by the consumer. These elements bit implemented in the domestic market, including those setting environmental variables, added to the mix of psychological and sociological characteristics of the individuals who made the purchase. Therefore, we analyzed the different concepts involved in research on the influence of environmental variables on the decision to purchase Fruti Helado in a real environment.
- ÍtemEmpresa:joyas Lámour(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Carvajal Baquero, René Vladimir;; Puentes Buitrago, Fanny,Design and produce handmade jewelry in 925 silver in crystallized colors imported from Paris, to cover the towns of Candelaria and Chapinero, considering the viability in each of the phases del estudio, in the city of Bogotá
- ÍtemEstrategia de marketing olfativo como diferenciador para la marca “supermercados urbanos” en Bogotá(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Quintero Moreno, Andrea Catalina,; Rincón Lemus, Leidy Lorena;; Restrepo Collazos, Sandra PatriciaDefining a smell or an aroma to a specific type of market with the intention of awakening the client's senses, as well as identifying if it is of value for this, are uncommon topics in the different fields of research in Advertising and Marketing, so it's interesting for this research, determine what contribution olfactory marketing can have as a strategic process to generate a greater relationship between a brand and his customers. Choosing “Supermercados Urbanos” as an innovative scenario to propose such initiatives that could undoubtedly have a positive impact on the way in which marketing is managed in this type of sector. Additionally, supermarkets in Colombia constitute the first scenario of purchase, consumption and commercial exchange, so it summons an important group of consumers, distributors and products, and in that sense, they are a key space to experiment with new stimulation strategies and customer loyalty, therefore, a descriptive investigation is carried out through the users who frequent the facilities of “Supermercados Urbanos” in order to define and determine a unique type of fragrance, with specific characteristics that are directly related to commercial values and the corporate identity of the brand, which allow the client to experience superior consumption habits due to the stimulation of smell