Plan de comunicación para posicionar al canal PlusTV en la ciudad de Riobamba

Abstract

This degree work was based on a Communication Plan to position PlusTv channel in Riobamba city, for which a methodology according to the investigation was used, which complies with the use of techniques such as; direct observation, surveys, and therefore the questionnaire as an instrument, for its application the population of Riobamba and its sample were taken into account, which yielded a total of 383 people, as well as a hypothesis, was raised, which was validated by Pearson's Chi-square method, so the alternative hypothesis was accepted, being that the absence of a communication plan limits the positioning of PlusTv channel in Riobamba city. In addition, the SWOT matrix was integrated, which encompasses the strengths, weaknesses, opportunities, and threats that Plus Tv presents, as well as the strategic SWOT which helped connect and establish strategies. Regarding the fieldwork, it was determined that the level of positioning of PlusTv is acceptable in Riobamba, as well as the use of social networks is frequent, and users choose to be part of news and informative content. Finally, it was concluded that designing communication strategies such as corporate identity, advertising, promotion, and sales force, brings great benefits to the company in the short, medium, and long term.