Análisis situacional de la Empresa INSTECPET para la elaboración de estrategias de promoción y publicidad en medios ATL y OTL

Abstract

This research project proposed the development of promotion and advertising strategies in mass media and internet media, for the INSPECPET Company that is located in the Pichincha Province, Quito Canton, Amaguaña sector, aimed to define communication media more frequented by users that allow to capture in an efficient manner the services and promotions that the company offers. Surveys were implemented, during the development of the research work to the owners of the gas stations, and to the employees of the company INSTECPET, the data obtained were useful to define the communication media of preference, which allows attracting customers. Once the analysis of all the data has been made, it was possible to identify that the company is not so recognized at regional level due to the lack of advertising strategies, since the company does not communicate with its target audience, few are the owners of the gas stations who know of its existence. Among the ATL media also known as mass media are, billboards, radio spots, radio and television transmission, on the other hand we have OTL media commonly known as alternative means of communication such as Facebook, YouTube, and WhatsApp. In conclusion, advertising and promotion strategies are a strategic factor for the growth of the company; it is recommended the implementation of the proposal to strengthen its brand and to attract customers.