Uso de técnicas BTL en la publicidad de las organizaciones en la ciudad de Cuenca- Ecuador

Abstract

The present investigation was in charge of the investigation of the level of presence and knowledge of PYMES in the city of Cuenca about BTL Advertising Techniques. The work was carried out using a mixed methodology, based on surveys applied to managers and managers of communication and advertising of SMEs in the city of Cuenca, based primarily on the information provided by the Chamber of Small Industry of Azuay, some interviews directed to the managers of the main advertising agencies within the city specialized in this field of advertising. The data and information collected in the execution of the investigation, were codified, ordered and valued through a cognitive analysis and the Grounded Theory. Once the investigation is completed, several conclusions and recommendations proposed by the authors are drawn for the reader's consideration, interesting details with reference to the level of knowledge of the organizations about this kind of advertising technique and its application within the selected territory.