Propuesta de un Modelo de Comunicación Integral para el programa de canastas comunitarias MAGAP en el cantón Riobamba, provincia de Chimborazo, período 2014

Abstract

The thesis developed is a “Proposal of a Model of Integrated Communication for MAGAP Community Basket program in the Canton Riobamba, Chimborazo Province, in 2014” to eradicate the number of intermediaries in the market of Riobamba, improving the direct channel from the producer to consumer. In this research, Deductive methodology was used determining data collection techniques such as the survey and direct observation, where each of the topics related to the Project were analyzed. After analyzing the internal and external factors through the behavior and impact of each variable, the crossing of variables was performed and managed to get the SWOT along with market research allowed presenting adequate strategies for the proposal. With the diagnosis the following strategies are proposed: POP advertising, advertising on social networks, audiovisual web advertising, advertising on TV, radio advertising, advertising in print media, outdoor advertising product label, merchandising, informative advertising, roller, personnel identification, mobile advertising, promoting products and packing. It gets into consideration to the highest authority of the Zonal Coordination three of MAGAP the implementation of integrated communication model to achieve the goals proposed in the project.