Estudio de las metodologías para la conceptualización publicitaria y propuesta de campaña para difundir la ruta turística patrimonial del cantón Riobamba.

Abstract

This research executes a study of methodologies for the advertisement conceptualization and proposes a new methodology that is going to be used as a guide for this process. The inductive – Deductive method was implemented in the reserch process that through simple induction the first instance allowed to recognize the steps and characteristics of the methodologies researched from the bibliographies, and through intuitive induction we were able to identify the essential aspects of each method obtained by interviewing renowned advertisers, a new methodology that keeps the previous mentioned methodologies were established in a second stage of the process by means of the inductions obtained, process carried out through deduction. For the data collection it was necessary to perform a bibliographic investigation, complemented by a field investigation, to obtain in this way a theoretical and practical foundation, techniques such as observation and interviews were also used. As a result of the proposed investigation emerged a new methodology of advertisement conceptualization which was validated by means of the implementation of an advertising campaign to present “The Heritage touristic route of Canton Riobamba”, which gave as feedback a retentive of concept by part of Young people from 11 to 15 years old of Canton Riobamba of 86%, that is why it is concluded that the proposed methodology for advertising conceptualization has a solid base to face up an advertising campaign and reach to the consumer. Due to the results obtained, it is recommended to GAD of Riobamba applying the campaign according to the proposed concept.