Desarrollo de un modelo de comunicación integral de Marketing que permita fortalecer la difusión de los diferentes servicios que oferta el Ministerio del Ambiente a los usuarios de la provincia de Chimborazo, regional Riobamba, período 2012 – 2013

Abstract

The present thesis research is a model of Integrated Marketing Communication that allows strengthening the diffusion of the different services offered by the Ministry of Environment to the users of the Province of Chimborazo, Riobamba´s Regional, period 2012 – 2013, for reducing the number of infringers and increased citizen participation, therefore, to increase the placement level of the Institution. The submitted strategies have been proposed on the basis of the results of field research, for which, the interview and survey tools have been used. With these arguments, specific and appropriate strategies have been planted to the needs of the Ministry in the Province, including: television advertising, (national and local) radio advertising, creating a video documentary screened in intercantonal buses, lectures in educational institutions at schools and university levels, organization of a biking race, linking of social networks, organization of a cycling race, union to social networks, loudspeakers, advisory services, foreign label, lectures trainings, links to other groups, marches, sponsorships, exhibitions, press conferences, recycling bags and a free telephone line. The budget is necessary for the execution considering the detailed values are estimations of the investment. Finally, the administration in the province will consider the acceptance and implementation of the model of integrated marketing communication that seeks to involve the population and entities for the activities of environmental protection and conservation.