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La línea en la publicidad. Una revisión sobre la división del ATL Y BTL

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  • Edgar Salas L.

Abstract

En la actualidad, por el desarrollo tecnológico y el cambio de tendencia en los consumidores ha aumentado la influencia hacia la integración del mercado con las diferentes técnicas de marketing. Esto se debe a que se implementan algunas estrategias que incluyen temas digitales para que de un efecto potencial en los consumidores. En la presente investigación se revisarán los tipos de marketing entre los que destacan: BTL, ATL, TTL y OTL. A través de los cuales, se podrá observar las ventajas y desventajas de cada una de ellas de manera que se pueda determinar una correcta aplicación de las estrategias estudiadas.

Suggested Citation

  • Edgar Salas L., 2018. "La línea en la publicidad. Una revisión sobre la división del ATL Y BTL," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 246, august.
    • Handle: RePEc:erv:observ:y:2018:i:246:36
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    Keywords

    técnicas de marketing.;

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