Diseño de un plan de comunicación basado en estrategias BTL, para incentivar el reciclaje en la fuente, en la zona comercial de la ciudad de Riobamba, para el periodo 2017

Abstract

The design of a communication plan based on BTL strategies, to encourage recycling at the source, in the commercial area of the city of Riobamba, for the period 2017, which allows to raise awareness among the population of the city about the benefits of recycling. The research was developed with a mixed methodology, that is with characteristics of the qualitative and quantitative method, the diagnosis in general was possible due to the triangulation of the results of the used instruments (survey, interview, observation) obtaining the following findings: the population positively considers that recycling is necessary, also they are willing to use means to recycle delivering the recycled material to the association hands that clean, and negatively people do not usually perform recycling because they are not aware on the way in which waste is classified, ignoring the existence of the association hands that clean that performs the recycling of waste. The proposal of a communication plan includes carrying out strategies in a systematic way in order to generate awareness of people based on recycling which is on its way, in spite of the fact that people are not aware on how to recycle, they are open to carry out this activity. It is recommended to launch the present investigation work, which deals with very important points with the aim of encouraging and socializing with the citizens of Riobamba the importance of recycling.