Publicidad y Mercadeo
URI permanente para esta colecciónhttp://hdl.handle.net/11371/56
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Ítem La ilustración y la creación de personajes como ponteciador en campañas publicitarias: estudio de caso aplicado a imago festival.(2024-09) Zambrano Molina, Anderson David; Mora González, Edison JavierEste estudio contempla el papel de la ilustración como potenciador de campañas publicitarias a partir de la creación de personajes, centrándose en la percepción y conexión emocional que se genera con el público; como caso de estudio se analiza la línea grafica de Imago Festival, explorando cómo la ilustración aplicada en este evento contribuye a la identidad visual y al impacto de las campañas publicitarias La investigación cuenta con un enfoque cualitativo con el objetivo de realizar una recolección de datos para explorar a profundidad distintas percepciones, opiniones y practicas relacionadas con la implementación y uso de ilustraciones aplicadas a campañas de publicidad; el análisis de esta información brinda como resultado patrones y tendencias a nivel conceptual que se pueden implementar en diferentes elementos, brindando una comprensión más detallada de su influencia aplicada en el mercado.Ítem ADVOCATUSAPP(2024-08) Romero Sánchez, Martha Alexandra; Roa Wilches, KarenEste proyecto de investigación se propone como una respuesta innovadora a la necesidad urgente de mejorar el acceso a los servicios legales en Colombia. El objetivo es desarrollar una plataforma tecnológica que facilite la interacción eficiente y transparente entre abogados y clientes potenciales. La APP incorpora herramientas avanzadas de gestión de casos, seguimiento de procesos y comunicación directa, apoyada por tecnologías emergentes como la inteligencia artificial (IA) y el aprendizaje automático (ML). Estas innovaciones no solo permiten un asesoramiento preliminar para los usuarios, ayudándoles a comprender mejor sus necesidades legales antes de contactar a un abogado, sino que también mejoran la eficiencia y precisión de los abogados en la gestión de un mayor volumen de casos. Advocatusapp busca transformar el acceso a la justicia en Colombia, contribuyendo a reducir la congestión judicial y mejorando la accesibilidad del sistema judicial en general. Al realizar un análisis a la demanda del mercado, se identifican las características necesarias de la aplicación, y desarrollo de una estrategia integral de marketing para promover su adopción. La investigación se basa en metodologías tanto cuantitativas como cualitativas, dirigidas a usuarios y abogados en Bogotá entre los 25 a 35 años de Usaquén, para asegurar que la solución propuesta sea práctica y efectiva.Ítem Consumo 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.Ítem Narrativas Trasmediales en el Marketing Digital del K-pop: influencia en la Generación Z de Bogotá.(Fundación Universitaria Los Libertadores. Sede Bogotá.) Mendieta Amador, Daniela Valentina; Cárdenas, RicardoThis investigation investigated the articulation between the South Korean government and powerful companies in the music industry to excel globally after different unfortunate events that occurred in South Korea. Starting from this point, the investigation delved into the Korean pop industry known worldwide as K-pop, analyzing its promotion strategies in terms of digital marketing and the use of transmedia within them. These analyzes correspond to the year 2021, taking into account the time and the health situation that the world had recently gone through, in turn, focused on a target audience which is Generation Z, and who, due to their direct exposure to social networks and the internet, favorable findings were obtained for different fields within the economy and cultural development of the Colombian capital.Ítem Los 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.Ítem Formulación de un plan de negocios para la puesta en marcha de la agencia de marketing y comunicacion addvisory(Fundación Universitaria Los Libertadores. Sede Bogotá.) González Chavarro, Eduar Alexander; Reina Orozco, Cristian Camilo; Doncel Moreno, MarianoSMEs are Small and Medium Enterprises, with a not very large number of workers, with an average billing budget. In the vast majority of world economies, these business options become so important that they are considered a fundamental axis for the economic development of various countries, since in many cases, they are the companies that generate the most employment within a nation. To try to establish a general vision with respect to SMEs, the European Union has defined them as "companies that employ at least 250 workers (including plant personnel and external personnel that can be subcontracted) and that have a balance sheet less than 43 million euros”. The activity of this type of company covers a large part of the economic scenarios such as: commerce, industry, services, restaurant and hotel businesses, agriculture and even financial activities and of course a sector to little by little it is gaining strength for this segment are the exporters, most of which at some point were small or medium-sized companies, owned by a single person or a family groupÍtem Manifestaciones del marketing presentes en la cadena de valor del huevo en el municipio de Chochí(Fundación Universitaria Los Libertadores. Sede Bogotá.) Pinzón López, Alvaro; Becerra, Carlos AndrésThe marketing management within the egg value chain reflects as a sector may have special features embedded within its structure that contribute to sustaining and the competition between them, revealing as within the typified scenario of a regional market the business operates, being an important contribution to local economies through processes supply and merchandising carry the product to consumers; in said product catchment processes intervening various commercial entities involved in a dynamic of operation own business showing the intervention of practices and events make it look an advantage and merchant value. Seems that the eggs was a product commodity as any, however, its represents within the industry and growing high participation being an important player within the household consumption, leaving aside some substitutes and competing not only with more eggs but with other products for a place in the decisions and consumer choices. Choachí moreover, as commercial and regional market territory represents a space trading and consumption of eggs characteristic may relate to management of an activity, that originates within an empirical atmosphere in which an micro-industrial trend is forget a generation of value through deep knowledge of business, the environment and competition, from a food product that is part of the town’s economy well as those who work is a knowledge concerning for the understanding of a marketing away from the big brands, communication processes, and strategies in large and modern distribution channels. It´s a different way to understand marketing processes and chains immersed in traditional or popular consumption no pretensions to be perceived as high gamma business recognized or higher diffusion premium products in large social spheres.Ítem Branded 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.Ítem Estrategias y tácticas de mercadeo implementadas para las fiestas Infantiles de servicios completos en el sector de san Victorino de Bogotá(Fundación Universitaria Los Libertadores. Sede Bogotá.) Sánchez Velásquez, Paola Andrea; González Copete, Geraldine; Uribe Beltrán, Clara InésThis research lays the marketing strategies and tactics employed by establishments engaged in providing full service children's parties located in the area of San Victorino, Bogota along it describes the marketing strategies and tactics developed, first so theoretical literature on the subject and practically across this sector, the issue is addressed from an exploratory research which method is combined with a qualitative approach, using tools such as interviews, surveys, analysis of results from other.Ítem Propuesta de campaña de marketing social, aplicada a la donación de vueltas o cambio en los Supermercados Éxito(Fundación Universitaria Los Libertadores. Sede Bogotá.) Gómez Sierra, Erika Tatiana; López Restrepo, Alicia MaríaSocial Marketing is the most appropriate strategy that can induce the change of favorable behaviors that benefit society, as in the case of the donation of returns or changes made by Grupo Éxito in its Éxito supermarkets and whose destination is the Fundación Éxito that provides a food and educational support service to children, pregnant girls and mothers; that can increase and make the donation sustainable.Ítem Tácticas de venta utilizadas por los comerciantes de ropa Usada en av. Caracas entre calles 49 y 53 y la plaza España, en Bogotá.(Fundación Universitaria Los Libertadores. Sede Bogotá.) Gómez Medina, Marcela; Jiménez Garzón, Linda; N, AThis research is carried out with the purpose of identifying the sales tactics used by used clothing merchants on Av. Caracas between Calles 49 and 53 and Plaza España in Bogotá and how they are being implemented by their sales forces. It seeks to explain how this business opportunity has been emerging in the market and the profiles of the people in charge of expanding more every day in the city of Bogotá. Sectors such as Chapinero and Plaza España, which are a fundamental part of this study, show the increase in points of sale to meet the demand of the population existing in this market, which through the support of State entities, have shown continuous change, positioning itself as a strong and potential market which generates both income opportunities as opportunities for access by consumers. Faced with this research, experiences will be evidenced in each of the sectors already mentioned and will study the process that merchants carry out so that their points of sale are increasingly striking and generate greater interest in their final consumers.Ítem La percepción de las agencias publicitarias sobre los profesionales de publicidad y mercadeo en bogotá(Fundación Universitaria Los Libertadores. Sede Bogotá.) Flórez Gómez, Danithza Tatiana; Rueda Rodríguez, Laura Alejandra; Uribe, ClaraWith the present work of investigation, we want to know what is the perception and point of view that the most recognized and experienced advertising agencies has about the profile and also the competences of advertising and marketing graduates of all universities of Bogotá. To accomplish this, was necessary recourse to an exploratory investigation, using as a technique: depth interviews to different managers of the agencies related above. After research, we can establish that the quality in the formation has not been sufficient, being that the advertising and marketing graduates do not have the ability to unfold in the occupational ambient, because they are deficient in scribed, oral expression and also don‟t know what are the labors that they can make in any agency. In addition, is important to know that agencies do not associate the talent to the level of education in a certain university, instead, that is really important for an agency is the passion and competences that has a candidate for the company.Ítem Congruencia 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.Ítem Posicionamiento de la universidad Santo Tomás y la universidad Del rosario percibido por los estudiantes que cursan grado once de Los colegios liceo psicopedagógico el carmelo, la institución Educativa las villas y teaching and tutoring college of Colombia(Fundación Universitaria Los Libertadores. Sede Bogotá.) Ardila López, Ginna Zolangie; Peñaloza Roa, Leidy Alejandra; Becerra Graciano, Carlos AndrésThrough this project we present the knowledge and skills acquired throughout our academic education in the areas of advertising and marketing. This aims to understand the positioning of the Universidad Santo Tomas and Universidad del Rosario identified by students pursuing degree eleven from the schools Liceo Psicopedagógico El Carmelo, La Institución Educativa Las Villas and Teaching and Tutoring College of Colombia.Ítem La pose en la estrategia publicitaria de los años 70 en Colombia desde la mirada semiótica de Roland Barthes(Fundación Universitaria Los Libertadores. Sede Bogotá.) Soler Perilla, Ruby Julieth; Avendaño, Luis AlfredoThis degree work proposes a reflection on the evolution of advertising strategy through an analysis of the pose of the female gender, in the printed advertisements of Cromos magazine, in the seventies in Colombia, from a semiotic perspective. According to the proposals of Roland Barthes, this type of analysis expands the question of the „linguistic nature‟ of photographic images in its double condition of connoted image and denoted image, for which, for the understanding of an advertising image, it is necessary to understand that it is closely related to the cultural context. The poses typical of the advertising of the seventies are specified, which allow to see the intentional and strategic evolution, oriented to the fulfillment of commercial objectives of advertising, whose nature goes beyond the simple transmission of messages.Ítem Marketing olfativo en el punto de venta caso tipo: el mercado de comercialización de electrodomésticos de la carrera 13 entre las calles 15 y 17 de Bogotá, Colombia(Fundación Universitaria Los Libertadores. Sede Bogotá.) Arias Salamanca, Cristian David; Yate Arévalo, AbdénagoThe relationship that companies have with their users is a field that is becoming more important day after day. In the same way, the need to acquire the products shows us that in the market, the approach that companies must adopt has to have a relationship between the user and the product, and not only towards the product, from the creation of internal policies. , even the objectives that are outlined for commercial strategies; But when evaluating all these aspects, we can see that companies in the city of Bogotá do not have the same investment capacity to encourage this idea, both in the commercial planning department and in the communication department. According to the Ministry of Development, in the city of Bogotá, 82% are micro or small companies, and in these the investment power is not as high as in medium or large companies. But there is something that all companies have in common: if a company wants to have a closer relationship with its users, it must change its approach and apply strategies that are clearly directed towards their loyalty. For this reason, the great importance of the moment in which users make their first interaction with the products is evident, which in most cases takes place within the points of sale; At this moment is where adequate strategies must be applied to be able to acquire new users and convert them into clients.Ítem Las figuras retóricas como herramienta de análisis de la imagen en expresiones visuales del cartel europeo versus el cartel publicitario de la ciudad de Bogotá(Fundación Universitaria Los Libertadores. Sede Bogotá.) Sánchez Martínez, Lenin Alexis; Cáceres, AmparoThe objective of the research carried out is to develop from the rhetorical figures an image analysis tool in visual expressions of the european poster in front of the advertising poster of the city of Bogotá, in order to understand the rhetorical aspects in visual communication through image. In order to implement a tool in advertising communication that allows to analyze in the advertising poster the most relevant aspects of the image visual, It is used in qualitative and quantitative analysis in advertising posters in the period from 1940 to 1960 since the advertising poster proliferated in the city of Bogota. The results of the information allowed to establish that the rhetorical figures do They are a tool that allows analyzing the visual image of the advertising poster and In addition, a series of indicators were developed to apply in said figures. rhetoric. It was known through the analysis of the rhetorical figures which were the most important elements in advertising visual communication.Ítem Influencia de la publicidad de la marca Bosi en la autopercepción de la belleza de sus clientas(Fundación Universitaria Los Libertadores. Sede Bogotá.) Villa Arteta, Paula Andrea; Avendaño, Luis AlfredoAdvertising has become a reflection of society itself in the 21st century, it has shown that hand in hand with the evolution of the market, communication strategies for brands can transcend to the point to be part of the ideas developed by human beings, through a proposal that offers a whole style of aspirational life in people, from socialization processes where any action or characteristic it has the power to go viral and become popular on extraordinary levels. All this evidenced in the middle of a consumer society, where there is a place for everything that constitutes the mass movement of any thing or idea, which, of course, is absolutely urgent to give it an economically exploitable character, as is the case with the concept of beauty that women have about themselves, thanks to the fashion advertisements of the brands of the that they are loyal buyers, and that is that multiple brands at a national and regional level join these strategies posed by the big companies in the world of fashion, and are an example of the use of beauty models and imaginaries presented in their advertisements, which become an influence on the perception of the concept of beauty itself and this becomes an imposition of standards in this regard on potential clients. This happens for example with the footwear and leather goods brand Bosi in the city of Bogotá, where it is possible to recognize that the images used in the advertising graphic pieces of the brand in a real case study, have made the women consider that feminine beauty is not only related to the use of exclusive and fashionable products, but also immediately to a sleek and neat appearance, shown here are the results of research both theory as qualitative hermeneutics that seeks to prove that for Bosi's clients, due to the communication of this mark, the attractiveness and pleasantness of the features in women, is determined only under the standards of a profile EuropeanÍtem Estrategia transmedia de difusión para sellos discográficos de música electrónica Underground, escena Drum & Bass en Bogotá, caso Filthy Roots Music(Fundación Universitaria Los Libertadores. Sede Bogotá.) Molina Estupiñan, Diego Antonio; Jimenénez Velásquez, CarolinaThe project seeks to analyze advertising and transmedia strategies in relation to the seal label and how this can help potentiate the musical genre, since it has not had a successful positioning during the last 5 years; with the object of study what What we seek is to mediate between advertising, transmedia narratives and the phenomenon of environment of the label, but how are we going to develop it?: Creating spaces and channels where distribute the narrative, this allows us to analyze and obtain findings about the behavior.Ítem Hilos con identidad: un acercamiento a la tecnología blockchain y desarrollo de nft dirigido a productos artesanales de Nobsa-Boyacá(Fundación Universitaria Los Libertadores. Sede Bogotá.) Pérez López, Daniela Alejandra; Bohorquez Lazdhaluz, Ricardo AndrésCraftsmanship is one of the various human tasks that has gone through different challenges and transformations. This work expresses patrimonial wealth. Each corner of Colombia has distinct features, which makes rich the country in cultural level. Every part contains an effort not only to attempt to protect tradition, culture, and identity trough this sector, but also because the people that practice this occupation struggle to maintain economically and raise your family to provide them a best future. In front of the constant changes of the market in diverse commercials, economic sectors, fashion, design, technology, and others. As well the handmade sector have had to adapted to these transformations to try to make stable; however this has not been easy, their job had higher degree of difficulty during the pandemic, the most of them had must to change the way to obtain incomes, some of the closed their undertaking and others took advantage in digital channels to try to boost their business. Right now, the handmade activity is one of the principal’s sources of income for the artisans, nevertheless, that income is very low in front of the time of fabrication, creativity and the real value that represent this area to Colombia. Moreover, each day try to preserve and put together the knowledge or craft heritage, became in a challenge when we are facing to many digital opportunities.