Análisis de impacto en los jóvenes de la Facultad de Filosofía, Letras y Ciencias de la Educación de la Universidad de Cuenca respecto a la utilización de estrategias de publicidad interactiva web

Abstract

Interactive advertising has currently established new guidelines and ways of communicating products or services by companies. Digital platforms are more easily adapted to the individual needs of each user, in this way messages and content are received with greater attention and understanding by viewers. Interactivity is not only focused on selling; it is also focused on the ability to generate a different experience which can be differentiated as an advantage over the competition. The purpose of this research is to determine the perception of interactive digital advertising, this analyzed within the Faculty of Philosophy, Letters and Education Sciences, and the way in which students interact with it. All this because this type of message constitutes an unavoidable factor in today's daily life. We must determine in what way the consumer stops being a mere passive receiver of information and begins to play a more leading role and it is this same who generates a much more direct participation with the advertising with which they have contact.