Propuesta publicitaria en medios ATL de las artesanías del barrio Santa Rosa, Riobamba.

Abstract

The aim of this final graduation work was the creation of an advertising proposal through ATL media of Santa Rosa neighborhood crafts in Riobamba city. The investigation begins with the documentary bibliographic research to gather information about the crafts, artisans and their environment in the neighborhood. Through the qualitative research methodology, the characteristics, size, materials, and the types of advertising used by artisans were identified allowing to analyze and draw conclusions based on observation, surveys and interviews. Through the scientific method, the suitable media to population was defined, then structure a media plan to disseminate the advertising proposal as the web page and advertising spot which are disseminated by the social networks such as Facebook and Instagram provided by the artisans and the target audience. As a result of the interview, the website mainly covers crafts images accompanied with little text, colors are based on the raw material, and spot focuses on the main handicrafts and the values as respect and humility that Santarrosenos practice. The survey carried out to the target audience got: 75% of survey respondents claim that the most used media to communicate are the social networks such as Facebook and Instagram. Certain characteristics obtained were used for the preparation of the advertising proposal directed to men and women aged 20 to 45, medium and low social class, with a lively personality, friendly, collaborator, and cheerful. The advertising proposal shall be published in the social networks with the aim of spreading the handicrafts at the national and international level.