Campaña publicitaria para la casa museo del GAD Municipal del cantón Riobamba.

Abstract

The objective of this degree work was to design an advertising campaign for House - Museum del GAD Municipal of Riobamba Canton to strengthen culture in the target audience. The analytical - synthetic method was used. It started from the general knowledge to arrive at a specific product that contributes to its promotion. It was posible to determine the internal and external shortcomings through observation. For collecting data, techniques such as: interviews to the authorities, actors and cultural managers were used to collect reliable information on the history of the museum, tangible elements, its own characteristics and important works which are in the House - Museum. The citizen survey was generated in a focus group mode to know the degree of conception of the House - Museum through observation sheets. Also, the most representative elements of the House - Museum were investigated; The contributions collected made it possible to determine the type of advertising campaign to implement. It allowed to generate knowledge, definition of the target audience, the brand and its advertising message. Subsequently, the photographic compositions were developed with the implementation of the advertising message. For the recording of advertising videos, a technical script was executed, using various photographic and video tools for production. After the analyzes carried out, it was possible to determine the importance of social networks in the technological society in which we currently operate and from this arises the need to migrate to these media for the effective development of the project. In conclusion, an advertising campaign is settled out as the main driver to the human being to help strengthen the culture by generating diversified content for the target audience. It is recommended to implement this advertising campaign, proposing the definition of a creative concept according to the research to be able to produce the advertising media and reach society with the message.