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Impacto por publicidad BTL mediante estrategias alternativas en la ciudad de Guayaquil

Author

Listed:
  • Zaida Nidia Morán Peralta
  • Carlos Espinoza Cevallos

Abstract

El objetivo principal es dar a saber que existen medios no tradicionales donde se dan a conocer los productos de forma más directa y lograr posicionar a las Pymes en el mercado de Guayaquil obteniendo precios más bajos pero con alta calidad de publicidad. Podemos definir el concepto BTL como una serie de técnicas y conocimientos publicitarios que intentan crear nuevos canales de comunicación entre la marca y el consumidor. Para esto se intenta utilizar formas impactantes, creativas y sorprendentes que establezcan formas novedosas de contacto para difundir un mensaje publicitario en el mercado de Guayaquil.

Suggested Citation

  • Zaida Nidia Morán Peralta & Carlos Espinoza Cevallos, 2018. "Impacto por publicidad BTL mediante estrategias alternativas en la ciudad de Guayaquil," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 244, june.
    • Handle: RePEc:erv:observ:y:2018:i:244:15
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    Keywords

    publicidad BTL.;

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