Propuesta de proyección mapping en modelo escala como medio publicitario innovador en la promoción de la Cooperativa de Transportes “Patria” en la ciudad de Riobamba.

Abstract

The research was developed with the objective of increasing the attention of people who are in continuous contact with conventional advertising media, by projection video mapping to scale, based on the criteria of experts in conventional advertising media (ATL) and professionals in projection of video mapping. Using the deductive method, a survey was conducted, to the sample of experts in advertising media, where it was obtained that the majority of people that contract advertising services, choose media such as: outdoor advertising, posters, newspapers, diptychs, or triptychs, among the most commonly used. The target group to which this research was directed is the transport cooperative “Patria”, they said that in order to advertise their company they use mostly the media, such as: radio, internet media. For the realization of the video mapping, experts were interviewed who have applied this technique in several events, they demonstrated how a production line is developed to preset a video mapping, in addition to how the observer acts before this event. Production was carried out from pre-production to presentation, the same that was presented to a focus group to measure satisfaction, which has video mapping. An acceptance was obtained, in which 100% of the observers establish as an innovative advertising medium, 75% establish that attracts and maintains the attention of the observer, 85% that the information transmitted is more dynamic and useful and 70% establishes that the transmitted advertising message is very clear. In conclusion, the excessive use of ATL media has meant that the target public loses interest in the advertising presented to it. It is recommended, look for and experience different ways of conveying advertising messages that go hand with technology.