Ingeniería en Marketing-Tesis de Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/95

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Browsing Ingeniería en Marketing-Tesis de Pregrado by Author "Abad Cisneros, Angélica Isabel"

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    Análisis del contenido publicado en prensa sobre Guillermo Lasso y Lenín Moreno, durante la campaña electoral de la primera vuelta del 2017, desde el marketing político
    (2018-07-26) Erráez Pacheco, Pilar Elizabeth; Pesántez García, Mónica Katheríne; Abad Cisneros, Angélica Isabel
    This article analyzes the promotion of the candidacies of Moreno and Lasso in the first electoral round of Ecuador 2017. The objective is to determine the role played by the press in the construction of favorable or unfavorable images of candidates from political marketing, being the promotion, the outstanding element of the marketing mix, because it allows to spread the message with great coverage through public relations. The study of the press in the construction of the image of politicians is important because it influences the perception of the electorate towards the candidate. For this purpose, a content analysis was carried out with the material published in the press during the official campaign period. The results confirm that the official binomial was publicized positively in the public press, while the main opposition binomial was positively publicized in the private press. Both candidates promoted their image through direct publicity, using political rallies.
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    Análisis del lenguaje utilizado en la campaña electoral de las seccionales de febrero del 2023 y su influencia en el electorado universitario. El caso de los candidatos a alcaldes de la ciudad de Cuenca
    (Universidad de Cuenca, 2024-03-11) Naula Carrión, Erika Estefanía; Rivadeneira Garzón, Heidy Dayana; Abad Cisneros, Angélica Isabel
    Language plays a crucial role in the studies of political communication and political marketing. It is employed with the purpose of persuading voters and establishing meaningful connections to garner electoral support. This research aims to analyze and determine the language used in the February 2023 sectional electoral campaign by the four most voted mayoral candidates in Cuenca: Adrián Castro, Paúl Carrasco, Pedro Palacios, and Cristian Zamora. The study also investigates its influence on the perception of the university electorate. Firstly, the research characterized the type of language (tone and connotaion) used by each candidate based on the content shared in January 2023 during the electoral campaign and through interviews with communication experts. Secondly, through a survey, the study explored the influence of the language used on the perceptions of trust, credibility, and suitability among the university electorate in the city of Cuenca. The results reveal that each candidate opted for a distinct style of language, and this was perceived variably by the university electorate. Furthermore, they indicate that the type of language used has a significant impact on the perception of trust, credibility, and suitability of the candidates, according to the respondents' opinions.
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    Análisis del mix de marketing político aplicado en la campaña electoral por los partidos más representativos según las elecciones generales 2021
    (Universidad de Cuenca, 2023-03-07) Arce Collaguazo, Karina Gabriela; Cabrera Orellana, Freddy Paul; Abad Cisneros, Angélica Isabel
    The objective of this study is to approach us to the marketing MIX strategies applied by the most popular parties (according to the vote intention percentage), that under the results of the first electoral round were the UNES alliance (Union for the Hope), the CREO party and the Union for the plurinational movement Pachakutik, from the content analysis of the activities and campaign acts transmited on social media by the candidates, these activities are contained in the database “Geo-party-links in Ecuador”. This document, based on following the activities of the campaign during the electoral process and complemented by the opinion of several experts in political science, shows that the most outstanding strategies were market position and price strategies close related to aspirational factors, it also highlights the use of social networks as the main means of communication and contact of the candidates. The use of the image and the support of former President Rafael Correa for one of the parties in this study were undoubtedly very influential factors in the entire electoral process.
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    Marketing político y satisfacción con el desempeño del gobierno. El caso de las campañas electorales del Econ. Rafael Correa Delgado, 2009, 2013
    (2016) Altamirano Samaniego, Juan Eduardo; Arévalo Machuca, Irene Carolina; Abad Cisneros, Angélica Isabel
    This investigation aims to explain the electoral campaigns by President Rafael Correa in 2009 and 2013, from the perspective of political marketing. Using the marketing mix as the main analytical tool considering the evaluation of government performance as a key factor, explains the work developed product, price, promotion and distribution of election campaigns executed by the government. This provides a broader view of what is political marketing and contribute to the knowledge of this branch of marketing in the country. The research results allow to affirm that in political marketing Rafael Correa is a success. Strengthening brand around his image, proposals, messages and emotional ties projected in the 2009 and 2013 campaigns were able to retain, attract and keep voters. In those elections the president enjoyed strong support due to its high levels of credibility and approval of management. Both elements, discussed in “P” price, allow to identify that electoral market needs were fully covered minimizing the “costs” transaction. Besides satisfaction with their exercise, communication, distribution and image Correa campaign were the key to get to win the races for the second and third time.
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    Opiniones y perspectivas de las mujeres cuencanas en edad adulta emergente frente a la publicidad de empoderamiento femenino (Femvertising), y la publicidad que utiliza estereotipos femeninos. Año 2021
    (Universidad de Cuenca, 2022-10-17) Belduma Matute, Maricela Marlene; Pauta Guillén, Ana Cristina; Abad Cisneros, Angélica Isabel
    The evolution of women’s representation in advertising and new technologies have become increasingly important, giving way to Femvertising: a new advertising trend that seeks to challenge stereotypes and give an empowering message to the female audience. This research looks for analyze and understand what are the opinions and outlooks of emerging adulthood women in Cuenca regarding Femvertising and advertising that uses female stereotypes during 2021. Firstly, the Galvanic Skin Resistance Sensor (GSR) was applied in 40 women from Cuenca who belong to the emerging adulthood group in order to obtain their emotional intensity through skin conductance. Then, the different points of view that this group has about Femvertising and stereotypical ads are investigated through the application of an "open standardized" questionnaire. The results show that Femvertising ads, whose content is aligned with brands’ business values, improve on women’s in emerging adulthood self-esteem causing empowerment and a higher level of attraction while stereotypical ads affect their appearance generating insecurity. However, they value the effort that models in this ad do to look in that way