Evaluar el btl con artistas circense como parte de la estrategia comunicacional publicitaria en las concesionarias de automóviles en la ciudad de machala, caso ford y suzuki

Abstract

Our work applies to the modality of investigative titling, which is based on an evaluation process in the car dealerships of FORD and SUZUKI in the city of Machala, in order to analyze BTL advertising communication strategies with circus artists.The BTL, which stands for "below the line" a strategy closely related to advertising because both seek a profit by creating convenient ads. The BTL, which stands for "below the line" a strategy closely related to advertising because both seek a profit by creating convenient ads. For this it is important to create a relationship between the advertiser and the consumer. For this it is important to create a relationship between the advertiser and the consumer. Using new tools with circus characters, entertainment characters that connect directly with the audience, such as Stilt walkers, mimes, clowns, among others, with each one performing a personalized activity. Our research is based on analyzing the effectiveness of this type of advertising communication strategy, to later conduct interviews of the Ford and SUZUKI car dealerships in the city of Machala, as well as survey the users of these brands, in order to obtain information regarding the communication strategies of the company with circus artists. The focus of these advertising communication strategies are the use of circus art, specifically, stilt walkers, jugglers and mimes. This evaluation will be carried out with precise techniques in the field study of a descriptive and mixed nature (Qualitative and quantitative), using the method of interviews and surveys. The analysis of the results was determined based on the research carried out, which generated results of why circus art is used as advertising communication, which was fundamental to be able to issue conclusions and recommendations.