Análisis de Costo Beneficio BTL vs ATL Utilizadas por las Pymes de la Ciudad de Riobamba. Aplicación: Guía del Uso de Medios Publicitarios.

Abstract

The research is based primarily through cost-benefit analysis of media ATL VS. BTL in PYMES, this will propose a guide to orient advertising media, in order to meet and raise their level of sales through the most effective advertising strategy. The investigative process is conducted through the inductive method to study the activity of SMEs in the city of Riobamba, and the deductive method which will be easier to infer or develop strategies that are part of the proposal to the problem that arises in the market. During the investigation, computer equipment, video equipment, digital camera, printer, specialized to build the digital arts, storage and office supplies software was used. A fifteen-expert focus group was used to validate the proposal giving as a result 100% of acceptance to the Advertising Media Guide. It was possible to verify that this guide has a high functionality according to the criterion and acceptance of the experts due to the verified information. Investigation parameters were established to validate the hypothesis. In addition these ones will help to define if the plan with ATL and BTL media will work for PYMES in Riobamba city. Designers, experts in marketing and advertising executives approved the Guide with 98%of efficiency because it is effective. It is concluded that PYMES in Riobamba city have been feasible in the market that is why an Advertising Media Guide was created which will serve as support for designers, advertising executives and experts in marketing in order to get information about the most recommendable type of advertising for PYMES by means ATL or BTL according to the guide analysis. The best recommendation set forth in this project is that SMEs in the city of Riobamba use the Guide to Advertising Media to discard the bad decisions of dealing with erroneous advertising to your target audience, the guide offers a variety of media both ATL and BTL to meet the needs of PYMES.