Estrategias de comunicación publicitaria para mejoramiento de la comunicación externa de microempresas subsector servicios de comida del cantón Santa Rosa.

Abstract

Advertising communication strategies are an essential part of the external communication of any size company in general. Over the years, these strategies have adapted and evolved according to the emergence of new technologies. Since the arrival of the global pandemic caused by covid-19, different commercial sectors were forced to close, partially or totally, their establishments or businesses, putting at risk the economy and livelihood of each of the owners. Through this, the owners of these establishments contemplated the need to adopt different means of communication that would allow them to somehow offer their product or service from their homes. Although this sector did not close the food establishments in their entirety, they were forced to adapt new tools or resources to get their product to their consumer public, and to generate the necessary income. This made the digital media platforms the most welcomed by all those who were affected by this health emergency, in addition to the use of home delivery service transports, known as deliveries. It should be emphasized that it is of utmost importance to know what kind of strategies to apply, taking into account that advertising can be extended not only to the product, but also service advertising and brand advertising should be considered. Depending on what has been defined, from the previously selected topics, the necessary advertising communication strategies will be applied to improve the external communication of large, medium, small and micro companies. In Ecuador, the base of its economy is centered in the tertiary or service sector, whose production of services is the demand of the population. These subsectors, which do not have a fixed salary, are mostly considered microenterprises due to the small number of people working in them and the low annual income they receive. Such is the case of the food services subsector, which has been taken into account for the relevant research. This sector has been chosen because of the easy access to information available on this subsector. In order to complement this information, data provided by the tourism department of the Municipal Government of Santa Rosa was used as a guideline to know the food establishments to be surveyed. However, we also took into account more current data obtained through the digital platform of the Ministry of Tourism, which has data updated up to the present year 2021. In this research it is estimated to find different advertising communication strategies that help to improve the external communication of the food establishments of Santa Rosa canton. And for the possible application of these strategies, a guide of advertising communication strategies has been created through research and data obtained from communication experts and managers of different establishments with considerable experience. This guide details the use and application of these strategies. It should be noted that it is for food establishments in the Santa Rosa canton.