Examinando por Materia "PUBLICIDAD"

Mostrando 1 - 9 de 9
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    Análisis de los retornos de la inversión en publicidad del sector financiero en Colombia
    (Universidad EAFIT, 2019) Arjona Molina, Tomás; Cuartas Puerta, Alejandro
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    Análisis del impacto del material P. O. P. en los puntos de venta de los distribuidores de los productos de la empresa Compañía de Empaques
    (Universidad EAFIT, 2017) Isaza Olarte, Juan Ricardo; Arias Salazar, Alejandro; Mejía Gil, María Claudia
    Compañía de Empaques sought, through a basic exploratory investigation, to understand the most important factors that boost customers to buy their product at the point of purchase -- Besides want to analyze the customer’s behavior before and after impacting these points with different types of POP material, to finally evaluate if the brand communication strategy called "La Mancha Verde" is impacting and influential for the final customer and thus replicate it in all the Colombian territory -- It was important for the research to understand the consumer behavior of these products at the points of sale, in order to arrive with the appropriate material and message -- The study audience were people who bought any product manufactured by Compañía de Empaques -- The tools used in this research, both qualitative and quantitative, complement each other to make the best decision and to conclude the favorability or not of expanding this project -- The research conclusions helps the vice presidency of the company to make the best decision of making the investment that is required to impact more than 100 points of purchase “AA” type and more than 4,000 “A” Type in the country, since it was found a sales increase in the two points of purchase where the strategy was implemented, supported with the structured poll and the observations session realized in the points of purchase, it was concluded that improving the products exhibition and impacting this points with colorful materials, helps to give better visibility to the brand that can generate impulse purchases to customers and top of mind
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    De la Cruz Eventos y Publicidad S.A.S.
    (Universidad EAFIT, 2024) Giraldo González, Sebastián; Tamayo Bustamante, Jairo Alejandro
    This degree work presents a comprehensive marketing plan for DE LA CRUZ EVENTOS Y PUBLICIDAD S.A.S., a company with more than eleven years in the events and advertising market in the Eje Cafetero region of Colombia. The plan focuses on increasing the company's turnover by 25% by 2024, specifically focusing on digital marketing strategies. The document begins with a contextualization of the company, describing its origin, trajectory and main events carried out, which has allowed it to gain regional recognition. Then the mission and vision of the company are established, as well as its business model and a detailed analysis of the market and competition in the advertising sector, especially in the BTL (Below The Line) field. An exhaustive analysis of the company's external and internal environment is carried out, identifying key factors that affect its performance and opportunities for improvement. A SWOT matrix (Weaknesses, Opportunities, Strengths and Threats) is used to evaluate the current situation of the company. The size of the company's target market and its current market share are described. It is concluded that the company is in a market introduction phase, with considerable recognition, but with potential to increase its participation. The plan establishes specific objectives, strategies and tactics to achieve the overall goal of increasing revenue. It is proposed to conduct qualitative market research to understand the needs and expectations of potential customers, as well as the online purchasing process for advertising services. A digital strategy is proposed based on personalization, improving the user experience in the online purchasing process and the integration of new opportunities in social networks and content marketing. A detailed investment budget exclusively related to the execution of the marketing plan is presented, as well as a schedule of activities for its implementation. Expected sales and profits are projected, as well as the infrastructure and human resources requirements necessary to carry out the plan. Finally, key performance indicators (KPIs) are established to measure the success of the plan, a results control plan and contingency plans to address possible challenges during the implementation of the plan. The work concludes with lessons learned from the perspective of marketing, organization and the intervention process, highlighting the importance of this marketing plan for the growth and consolidation of DE LA CRUZ EVENTOS Y PUBLICIDAD S.A.S. in the regional market.
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    Efectividad de la estrategia promocional de “compra con retoma de vehículos” en la fidelización de marca
    (Universidad EAFIT, 2016) Restrepo Lozada, Mary Alejandra; Montoya Serna, Ruth Teresita; Rojas De Francisco, Laura Isabel; Muñoz Molina, Yaromir
    Esta investigación describe la efectividad de la estrategia promocional de compra con retoma de vehículos en la fidelización de la marca y el incremento de las ventas en el caso estudiado de la campaña “Con Renault estrena dos veces” -- La metodología empleada fue un estudio de caso en el que la unidad de análisis correspondió a un cliente que participó en la promoción, directivos de la empresa y encargados de la agencia de publicidad que lideraron la campaña -- Los resultados evidencian que la influencia de la campaña frente a la fidelización de la marca fue baja, pues solo un 6% de los clientes accedieron a la opción de recompra; como estrategia para capturar nuevos clientes, la promoción implementada por la empresa fue exitosa -- La expectativa frente a la campaña hizo que los clientes decidieran visitar las instalaciones de la agencia, lo que supuso una oportunidad de venta para la compañía -- El estudio es relevante para el área de conocimiento porque permitió identificar aspectos de mejora de la estrategia promocional “compra con retoma de vehículos” implementada por la empresa estudiada, lo que puede redundar en otras de fidelización mucho más efectivas
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    Interactive machines for advertising companies
    (2012) Osorio Gómez, Gilberto; Mejía Gutiérrez, Ricardo; Echeverri Cárdenas, Daniela; Universidad EAFIT. Departamento de Ingeniería de Diseño; Ricardo Mejia (rmejiag@eafit.edu.co); Gilberto Osorio (gosoriog@eafit.edu.co); Daniela Echeverri (decheve4@eafit.edu.co); Ingeniería de Diseño (GRID)
    Companies need to promote their products through advertising, which is usually managed in the traditional way; however, currently the idea to fulfill this function using interactive marketing has been taking place -- To take advantage of this opportunity, a solution using a new kind of machines that aim to make known the brand and its different products interacting with its user, has been generated -- This paper shows a methodology adopted by Product Design Engineering Program at the Universidad EAFIT, which consists of four phases and the design process of an interactive machine resulting in a fully functional prototype that meets its objectives
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    Modelo de negocio para una aplicación interactiva móvil de publicidad de locales comerciales en centros comerciales de la ciudad de Medellín
    (Universidad EAFIT, 2015) González Pinos, Ricardo David; Castaño Yépes, Catalina; Henao Cálad, Mónica
    Este documento contiene los resultados de una investigación para estructurar un modelo de negocio para una aplicación interactiva móvil de publicidad para locales comerciales de los centros comerciales de la ciudad de Medellín -- Una vez identificadas las necesidades de los clientes de los centros comerciales de ubicarse dentro de los mismos y de acceder a información de interés, como ubicación de baños, seguridad, etc., desde su teléfono celular, surge también la oportunidad de ofrecer publicidad digital móvil a los locales comerciales para que puedan atraer a sus consumidores, tras informar de las promociones, eventos y ofertas que tienen para sus clientes -- Esto se resolvió con un modelo de negocio construido según la metodología Lean Startup de Eric Ries y con la ayuda del lienzo Canvas de Alex Osterwalder, en el que se analizan el segmento de clientes, la propuesta de valor por entregar a usuarios, la monetización del negocio, los recursos necesarios para su consecución, las alianzas clave y demás ítems que hicieron posible una investigación de mercado profunda, que se vio plasmada en una aplicación móvil de publicidad digital que integra las características del modelo de negocio realizado -- Con la ayuda de Ruta N y de NXTPLabs e investigación realizada por el autor se analizaron los conceptos básicos de estrategia, modelo de negocio y tipos y herramientas aplicables al proyecto; también se acudió a investigación cualitativa a través de entrevistas y encuestas a los actores más significativos del modelo de negocio como son usuarios, locales comerciales, centros comerciales, mentores entre otros, que supieron compartir su experiencia para lograr los objetivos del presente trabajo de grado
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    La salsa y los factores que influyen en la experiencia de marca: Medellín en su salsa, caso de estudio: Bar Son Havana
    (Universidad EAFIT, 2018) Rodríguez Aponte, Nathalia; Muñoz Molina, Yaromir; Saldarriaga Sierra, Adriana Marcela
    The main objective of this research is to identify the factors that influence the brand experience of consumers at Bar Son Havana in the city of Medellin -- For this, the application of different models proposed by authors such as Aaker, Costa, Kotler and Keller, Keller, and Jung, among others, was taken into account, which helped to find the variables that customers value in the bar and the aspects that determine the meaning and significance of the experience. The methodology used is qualitative, and semi structured interviews and participatory observation were used as tools -- In the same way, this information was triangulated with bibliographic references and with deepening studies related to this topic -- As a result, it was found that the market and the ecosystem are influenced by aspects of brand identity defined by the bar, such as personality, benefits, attributes and values; in turn, the relationship of familiarity and the appropriation of the style of the bar with the characteristics of the segment -- Finally, this research reveals that there are currently few marketing studies that analyze the category of night establishments related to salsa; therefore, it is considered important to propose more research on this subject, since the market is in a permanent boom, and over the years the genre has had interesting developments in the city
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    Teoría democrática deliberativa y ciencia política empírica = Democratic Theory and Empirical Political Science
    (Universidad EAFIT, 2017-10) Thompson, Dennis F.; Fuentes Vélez, Laura; García Jaramillo, Leonardo; Universidad EAFIT
    I examine three different ways in which the ideals of deliberative democracy have changed in the light of practical concerns about its viability. have changed in the light of practical concerns about its viability, i.e., making increasingly important the problem of how this ideal can approach societies characterized by deep disagreements, social problems of enormous complexity and inoperative instruments in their existing institutions. (1) Theories of deliberative democracy emphasize the process of deliberation rather than its ideal conditions and procedures. (2) Deliberative democrats are increasingly interested in the problems of institutionalization, in making voting, majority rule and representation more deliberative institutions. (3) Deliberativists examine the different scenarios and procedures of deliberation, pointing out obstacles that cannot always be anticipated by resorting only to conceptual arguments