Análisis y propuesta de estrategias publicitarias en la empresa Payless Shoesource en la ciudad de Machala.

Abstract

Develop suitable advertising strategies is to have a powerful tool in hand, which can grow by leaps and bounds to any company not only to lead the market but to have a differentiating advantage over the competition, definitely a company that does not innovate and adapts to the Changing aspects of the market is bound to fail. The purpose of this research is to analyze if the current advertising strategies of Payless ShoeSource are ideal for the Machala city market, the targeted target and the competition it faces, in order to propose new advertising strategies that consolidate Payless as the first option in the mind of the consumer. The methodology used was an observation sheet of both online and offline lines of Payless, which was carried out in the facilities of the land terminal of the city of Machala as well as a survey applied to current and potential consumers of this organization, which will provide us with information on the impact that advertising has generated on its buyers and possible target.