Examinando por Materia "Publicidad"
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Ítem Aplicabilidad de la jurisprudencia del Consejo de Estado en materia procesal civil respecto de la capacidad para comparecer al proceso de los consorcios y de las uniones temporales(Universidad EAFIT, 2020) Sierra Negrete, María Paula; Sierra Mejía, Juan Manuel; Prieto Quintero, Eugenio David Andrés; Merino Martínez, CatalinaThe treatment of a procedural matter, such as the participation of Temporary Unions and Consortia within the process, that is the debate on their legal and procedural capacity, initially requires a study of a documentary nature, due to the critical revisions that have been made to the current regulation, the jurisprudence and the doctrine, which have dealt with the legal capacity of consortia and the temporary unions in different ways. Some take into account the arguments put forward by the Council of State, which provides that these associations may act within a judicial process by appointing a legal representative for that propose. However, others assert that their participation should continue to be through the necessary litigation figure, since otherwise, rights such as the right of defense of the other members of the Temporary Union or Consortium would be violated. The difference in perception has led to a degree of uncertainty as to what the involvement of Temporary Unions and Consortia, should really be like within the process. Hence, there is a need to organize and evaluate existing theorical, jurisprudential and doctrinal information on this problem, focusing on current research progress and providing possible avenues for its solution; will be analyzed the consistency of each of the jurisprudential and doctrinal positions on the topic, to then, point out the failures or demonstrate the effectiveness of once on the other, or if it is possible that the different positions remain.Ítem El arte en la publicidad(Periódico El Colombiano, 1949-05-11) Vega Bustamante, Rafael; Ra-VelÍtem Consumo de publicidad en Tik Tok de la generación Z y los insights para lograr atracción en la etapa inicial del funnel de conversión(Universidad EAFIT, 2025) Bayter del Río, Daniela; Montes Rosas, Laura; Sepúlveda Cardona, Edwin Andrés; Gaviria Rincón, María JoséÍtem De la Cruz Eventos y Publicidad S.A.S.(Universidad EAFIT, 2024) Giraldo González, Sebastián; Tamayo Bustamante, Jairo AlejandroThis 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.Ítem Efectos de la publicidad en la toma de decisiones del consumidor y su impacto en el valor agregado en Colombia(Universidad Eafit, 2020) Diaz Lara, Juan Manuel; Chaparro Cardona, Juan CamiloIn the document the reader will be able to find the effect of advertising on the producer and the consumer for Colombia, the document is divided into two fundamental parts, the first the empirical and qualitative relationship of the effects of advertising spending and the added value for years from 2013 to 2018. The second part shows the effects of advertising in the automotive industry towards the consumer based on theoretical foundations of behavioral economics.Ítem Elementos en la generación de contenidos publicitarios que influyen en la motivación de compra del consumidor(Universidad EAFIT, 2024) Jiménez Moreno, Catalina; Botero Cardona, AndrésÍtem Estrategias de competencia en el mercado de las bebidas no alcohólicas en Colombia(Universidad EAFIT, 2019) Duque Martínez, Andrés; Montoya Henao, José Alejandro; Rendón García, John JairoÍtem Historias de roscas : campañas famosas(Medellín : El Colombiano, 1992, 1992) Restrepo Santamaría, Margaritainés, 1952-2008Ítem Modelo de agencia in house de marketing y publicidad como dinamizadora de espacios académicos y empresariales(Universidad EAFIT, 2024) Aristizábal Posada, Verónica; Sepúlveda Cardona, Edwin Andrés; Mejía Gil, María ClaudiaCurrently in academic and business environments, marketing and advertising plays a fundamental role that allows the creation of strategies that promote the marketing of products and services. This project presents a research proposal that aims to know the relevance of the creation of a marketing and advertising agency, implemented at EAFIT University; seeking a benefit for the growth, evolution and fulfillment of the objectives of the Marketing and Innovation area in the organization. It is presented in response to the need that exists in the hiring of external advertising agencies and looking for alternatives that allow the development of effective campaigns to reach the public of interest. To address these objectives, a qualitative research was conducted to in house advertising agencies in the city of Medellin and to know the organizational scheme to identify opportunities and advantages that lead to determine the long-term impact to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that would allow us to determine the long-term impact of the project in order to strengthen the internal processes of academic institutions and business organizations. In this research, a collection and analysis of primary and secondary data such as case studies and websites was carried out. A total of 9 semi-structured interviews were conducted with experts in the field of advertising, area directors in important and recognized companies in the market, which finally provided possible arguments that allowed making decisions on the relevance and feasibility of establishing an in-6 house advertising agency to contribute to the advancement of communication strategies in organizations and educational institutionsÍtem La normativa y regulación aplicables a la publicidad a través de influenciadores en Colombia(Universidad EAFIT, 2021) Arango Franco, Felipe; Ceballos Klinkert, LauraThe rise in popularity of social networks has transformed the way we perceive the world and interact with others. Influencers have capitalized on this phenomenon by forming online communities that trust them and value their opinions. Meanwhile, companies have noticed this and therefore began to promote their products through said users and, as a result, have turned social media advertising into a highly profitable and competitive industry. The absence of a clear regulation and active monitoring of such ads, as well as the high level of competition among the various influencers, contributed to numerous cases in which misleading advertisements issued by influencers have harmed consumers. The present article explores the way in which influencer advertising is regulated in the Colombian legal system, as well as the cases in which these individuals could be sanctioned by the SIC for misleading advertising. That is, in order to identify whether or not there is a need to explicitly regulate advertising through influencers in Colombia.Ítem Normatividad aplicable en Colombia a los denominados influencers en el desarrollo de su actividad publicitaria en la plataforma Instagram(Universidad EAFIT, 2022) Maya Gutiérrez, Jacobo; Gallego Solis, Laura; Múnera Posada, ArmandoThis paper seeks to demonstrate the gap that exists in Colombian legislation, regarding the obligations that arise between the so-called influencers with entrepreneurs, companies and businessmen who pay for advertising services or seek to exchange products through exchanges. With the same public figures of this social network called Instagram. Said vacuum generates a non-application of the principle of equality in the face of the obligations imposed on consumers and suppliers by Law 1480 of 2011 (current Consumer Statute). This document is important because, at present, there is numerous controversies between brands and natural persons who wish to advertise with this guild and the influencers themselves in relation to determining not only the term of compliance with the obligation, but also the way to execute it. But the guarantees in case of not obtaining in the consideration a result that makes the investment worthwhile.Ítem Las organizaciones deportivas olímpicas en Colombia : experiencias de mercadeo que promuevan la fidelización y el valor de marca(Universidad EAFIT, 2020) Londoño López, Daniel; Hernández Toro, Juan Pablo; Uribe Ochoa, Beatriz Amparo; Saldarriaga Sierra, Adriana MarcelaThis research work had as a general objective to propose, for Olympic sports organizations in Colombia, marketing experiences that promote brand loyalty and value. The research approach was qualitative, exploratory-descriptive, with in-depth interviews as a data collection instrument applied to a population made up of ten sports leaders. The results evidenced the flaws between the duty to be business and the authoritarian or “presidentialist” management given to Olympic sports organizations, in which their legal representative has multipurpose functions, not very strategic and effective. Likewise, the little use and relevance of marketing in the organizational strategy was evidenced, which implies that a great opportunity to boost the economy of these entities and the country is lost. Thus, it is concluded that it is necessary to propel marketing strategies that are experiential and, therefore, generate brand value, subsequent positioning and customer loyalty.Ítem Percepción acerca de la publicidad en la red social YouTube(Universidad EAFIT, 2023) Cote Ramírez, Pablo; Echeverri Álvarez, JonathanObjective: To identify the perceptions held by a group of individuals in the city of Medellín regarding the use of the social media platform YouTube for brand and product advertisements in videos. Conceptual framework: The conceptual elaborations revolve around consumer perception of YouTube ads, social media platforms, and advertising. Method: A descriptive quantitative study with a cross-sectional design was conducted. The research design employed a case study approach using questionnaires consisting of both open-ended and closed-ended questions. The study aimed to involve approximately 100 participants, selected through a non-probabilistic sampling method, who exhibit high consumption of the YouTube platform.Ítem Protección del derecho a la imagen por medio del régimen del derecho de autor y derechos conexos ante la vulneración por medio de la publicidad en redes sociales(Universidad EAFIT, 2023) Bedoya Sarmiento, Sofía; Toro Valencia, José AlbertoThe purpose of this monograph is to analyze how the right to image can be protected in Colombia from infringements caused by advertising strategies carried out in social networks, based on a study of the current legislation that regulates the protection of this right. First, a conceptualization of the notion of the right to the image, its positive and negative aspects as well as its moral and patrimonial content, the limits of the scope of the authorization of the use of the image and the existing ways to protect it will be made. Later on, the normative framework related to the right to the image in Colombia will be studied, where each of the regimes that develop it will be exposed in order to understand what each of these rules is about and how they contribute to the protection of the image. Afterwards, we will explain what social networks are and what their purpose is to understand why they have become a fundamental tool for brands in their advertising strategy and what implications the content of their advertising has with respect to the rights of third parties. Finally, the rules of intellectual property law will be analyzed the rules that make up the copyright and trademark law to answer whether they are appropriate for the protection of the right to the image and why.Ítem Publicidad para indiferentes : comerciales que arrugan el alma(Medellín : El Colombiano, 1999, 1999) Restrepo Santamaría, Margaritainés, 1952-2008Ítem La Publicidad, el mercadeo directo, la promoción y las relaciones públicas en el mercadeo de bienes industriales en Antioquia(Universidad EAFIT, 2002) Cabrejos, Belisario; Universidad EAFITÍtem Regulación de la publicidad de los influenciadores : una mirada al caso colombiano desde el derecho comparado(Universidad EAFIT, 2019) Pérez Villegas, MarÍa Fernanda; Monsalve Cardona, Sara Alexandra; Restrepo Soto,DanielÍtem Tópicos sobre costo de mercadeo(Universidad EAFIT, 1967) Benninger, L; Universidad EAFITÍtem ¿Y por qué tienes esas orejas tan grandes? me gusta, no me gusta, me gusta...(Medellín : El Colombiano, 1992, 1992) Restrepo Santamaría, Margaritainés, 1952-2008