Neuropublicidad para posicionar la marca AF administración y finanzas en el mercado de la ciudad de Quito

Abstract

The objective of this study was to develop a neuro-advertising plan to position the AF Administration and Finance brand in the market of Quito city in order to design and propose advertising strategies that help improve its positioning. The methodology was based on a quantitative and qualitative approach because 379 surveys were carried out on the PEA (Economically Active Population) of the city to obtain relevant information. After the analysis, the result was obtained that most people always seek to maintain financial control or at least pretend to have it through an impractical financial culture, in order to feel that they are doing things well to justify their little need for a service. On the other hand, it was also possible to determine that people always tend to acquire financial services based on variables such as image, recognition, trajectory, values and responsibility. Therefore, it is concluded that neuro advertising effectively influences the positioning of a company since it allows knowing the behavior of the consumer, thus allowing the application of strategies that help attract new clients and retain the ones they have. This is the reason why the implementation of the designed proposal in the established times is recommended.