Nuevas formas de publicitar en los principales sectores empresariales en el contexto COVID-19 en el Perú
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Date
2022-04-18
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Pontificia Universidad Católica del Perú
Abstract
En este primer capítulo se definieron las bases teóricas para reconocer al mundo
publicitario considerando los conceptos básicos de la estrategia publicitaria. Como primer
punto se ha contextualizado las tendencias de consumo global para el año 2020, las que luego
se vieron afectadas por la llegada del COVID-19 a Perú. Se analizan los hechos que
influyeron en la vida de los consumidores peruanos como el distanciamiento social y la
cuarentena, los que ocasionaron el cambio de hábitos y comportamientos de compra
afectando el consumo de bienes y servicios.
En esta introducción se detallaron conceptos claves como tipos de publicidad, medios,
estrategia, presupuesto, eficacia y estrategia publicitaria. Asimismo, se presentó la situación
actual de la publicidad y los medios a nivel mundial, así como las estrategias adoptadas por
los anunciantes en el mundo y, por último, la inversión en publicidad en diferentes países.
Se estableció el objetivo y la hipótesis de investigación, la cual será contrastada a lo
largo de este estudio mediante la investigación cualitativa de los actores que intervienen en la
dinámica publicitaria: los anunciantes, los medios de comunicación y las agencias creativas y
centrales de medios.
In this first chapter the theoretical bases were defined to recognize the advertising world considering the basic concepts of advertising strategy. As a first point, the global consumption trends for 2020 have been contextualized, which were later affected by the 11 arrival of COVID-19 in Peru. Facts that influenced the lives of Peruvian consumers are analyzed, such as social distancing and quarantine, which caused a change in shopping habits and affecting the consumption of goods and services. In this introduction key concepts such as types of advertising, media, strategy, budget, effectiveness and advertising strategy were detailed. Likewise, the current situation of advertising and the media worldwide was presented, as well as the strategies adopted by advertisers and, finally, the investment in advertising in different countries in the world. The objective and the research hypothesis were established, which will be contrasted throughout this study qualitative research of the actors involved in the advertising dynamics: advertisers, the media, creative and media centers agencies.
In this first chapter the theoretical bases were defined to recognize the advertising world considering the basic concepts of advertising strategy. As a first point, the global consumption trends for 2020 have been contextualized, which were later affected by the 11 arrival of COVID-19 in Peru. Facts that influenced the lives of Peruvian consumers are analyzed, such as social distancing and quarantine, which caused a change in shopping habits and affecting the consumption of goods and services. In this introduction key concepts such as types of advertising, media, strategy, budget, effectiveness and advertising strategy were detailed. Likewise, the current situation of advertising and the media worldwide was presented, as well as the strategies adopted by advertisers and, finally, the investment in advertising in different countries in the world. The objective and the research hypothesis were established, which will be contrasted throughout this study qualitative research of the actors involved in the advertising dynamics: advertisers, the media, creative and media centers agencies.
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Keywords
COVID-19 (Enfermedad)--Aspectos sociales, Publicidad comercial--Perú, Publicidad en Internet, Publicidad--Aspectos sociales, Planificación estratégica
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Except where otherwised noted, this item's license is described as info:eu-repo/semantics/openAccess