Elaboración de un plan integral de comunicación y promoción para el comité del comercio justo de la ciudad de Riobamba.

Abstract

The objective of the present research work was to Design an Integral Communication and Promotion Plan for the Fair Trade Committee of the city of Riobamba, thus achieving a correct transmission of information both internally and externally. The deductive method was applied, for the analysis of the problem about the lack of communication and promotion of the Fair Trade Committee of the city of Riobamba, in the techniques the observations were used to be able to conclude the shortcomings of the internal and external communication system, the members who make up the committee were interviewed who helped us with specific information from the committee and finally conducted surveys aimed at the economically active population of the canton Riobamba in a total of 123,458 people, with a sample of 272 people, with whom It was found that citizens have little knowledge of the fair trade committee of the city of Riobamba, but they have a positive acceptance and are interested in knowing what their Mention and benefits are. The most accepted means of communication by people were: social networks, printed media (flyers, posters) and information in points of sale. These three being the main means of communication to be taken into account for the dissemination of the fair trade committee of the city of Riobamba. It is concluded that through this research it is possible to better position and communicate to the Fair Trade Committee of the City of Riobamba fulfilling the requirements obtained. It is recommended to carry out this integral plan of communication and promotion for which it has to exist and always bear in mind that the publicity and the correct communication will always be able to position a company committee or service.