Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Marketing visual"

Mostrando 1 - 1 de 1

Conectando con la Generación Z : atracción de los lementos visuales en las activaciones BTL del Congreso Conamerc 2024
(Universidad EAFIT, 2024) Bolaños Muñoz, Paola Alejandra; Botero Cardona, Andrés; Giraldo Aristizábal, Juan Camilo
In recent years, marketing has undergone significant evolution, focusing on providing comprehensive experiences that allow consumers to interact with and better understand products and services. This approach, known as experiential marketing, has proven to be especially effective in attracting younger audiences such as millennials and Generation Z, who, according to various studies, prefer authentic experiences over mere possession of material goods. This research aims to examine the impact of visual elements in brand activations targeted at Generation Z, with a specific focus on the Conamerc Marketing Congress in Medellín. Despite the relevance of this congress and the campaigns developed there, there is a lack of studies analyzing how these marketing efforts affect Generation Z in Medellín. To address this gap, an exploratory and qualitative research methodology will be employed, combining the use of eye-tracking technology and follow-up interviews. These techniques will evaluate how visual elements in brand activations generate attraction among Generation Z. The purpose of this study is to provide a deeper understanding of this generation's visual preferences.