Estrategia publicitaria para la promoción de la chicha de maíz morado, elaborada por la Empresa Sariv de la parroquia Calpi.

Abstract

This research is focused on the need to develop an advertising strategy for the promotion of the purple corn "chicha" of Sariv company located in “Santiago de Calpi” parish, which did not have a professional media for the promotion and dissemination of advertising pieces in the social network currently used, which is Facebook. The methodology of Ambrose Harris was used, as well as the application of surveys and interviews to the authorities of the company. Thanks to the synthetic analytical method it was possible to identify the different benefits that "chicha" has, also the field research was conducted where it was possible to take pictures in the company, its plant as well as its product. The objective audience was determined to be men and women from 25 to 45 years of age from Chimborazo province in Riobamba city, of lower, middle and upper- middle social class. Therefore, the strategy to be used was defined as a 30-second advertising spot using the B Roll technique, which was published on the company's fanpage. For its evaluation, surveys were conducted to the three authorities in charge of the company, resulting in 100% acceptance of the audiovisual production. It is concluded that the advertising spot helps the immediate visualization of the content, thanks to the effects used and the B Roll technique. The regular use of the social network Facebook is recommended, because it is an effective and powerful method in the shortest possible time.