Publicidad

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https://usc.scimago.es/handle/20.500.12421/100

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    Chef Burger: la simplicidad como instrumento de posicionamiento para la marca entre el año 2014 y 2018 en Cali
    (Universidad Santiago de Cali, 2019) D´Croz Alderete, María Paula; Mina Romero, Daniela; Cuevas, Hector
    In this project we choose to carry out an investigation of Chef Burger brand positioning, from 2014 to 2018 in the city of Cali, using the concept of simplicity under the methodology of semi-structured interview and field work, with the intention of knowing Direct way to their clients, analyze them, observe the behavior and their choices, know what they think of the place and why they choose to be there?, Taking a tour of the history of the brand, recognizing its interest in being a company with a social sense, that prefers to do things in a different way, that establishes its work team as a priority and prefers to be practical and inclusive, opting to sell more an experience that a service, through its fresh communication and its commitment to the idea of doing everything with love, which is based on its brand values, respect, tolerance, honesty and simplicity, the latter being the key instrument that allows them its current positioning.
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    Manejo propagandístico de facebook de los candidatos Jorge Iván Ospina y Alejandro Eder
    (Universidad Santiago de Cali, 2019) Losada Ospina, Diego Armando; Muñoz Joven, Luis Armando
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    Valoración de la mujer caleña entre 40 a 55 años de edad sobre dos spots publicitarios transmitidos por el canal Caracol
    (Universidad Santiago de Cali, 2019) Castrillón Parra, Kelly Yuleny; Aguilera, Pedro Pablo
    In this work of research, the objective is to recognize the opinions and perception of women of ages between 40 and 55 years old who live in the comuna six of Santiago de Cali, in relation to two spots that were broadcasted on Canal Caracol back in 2018 through two focus groups. The investigation is supported by a bibliographic review about women and their role in advertising communication in massive media, also with the description of the selected spots in an advertising breakdown format. The information analyzed suggest an evident transformation of the role and female representation in massive media. Likewise, it describes findings in the female audience as spot viewers. Finally, it is proposed the creation of an entity in Colombia supported by projects and departments of research nationwide following the example of other countries, so they can regulate advertising in order to ensure and protect the rights and media representation of women in the country.
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    Propuesta de campaña publicitaria con enfoque social para el reposicionamiento de marca de la Fundación Lazarolandia de la emisora Tropicana Cali
    (Universidad Santiago de Cali, 2019) Jaramillo Zapata, Dario Antonio; Patiño Mejía, Angie Juleyni; Londoño Ossa, Miguel Ángel
    El lector encontrará en el siguiente documento, una recopilación de información que muestra la dificultad social que representa la creciente población de animales domésticos en situación de calle, y cómo desde la disciplina de la publicidad se puede abordar dicha problemática con el objetivo de aportar a la mitigación de la situación expuesta. Con el fin de brindar un contexto, en las siguientes páginas se encuentran definiciones y conceptos que permiten al lector entender la forma en la que este trabajo de grado pretende abordar dicha situación, así como también se presentan algunos trabajos publicitarios cuyo objetivo ha sido el de aportar de forma significativa, al mejoramiento de la calidad de vida de los animales sin hogar y maltratados.
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    Plan de comunicación estratégica para posicionar la marca Animaltón en la ciudad de Cali
    (Universidad Santiago de Cali, 2019) Rincón Palacio, Dahyana Julieth; Sossa Arenas, Francy Lorena; Peña, Claudia Patricia
    This document aims to present the process carried out in the development of the proposal of the Strategic Communication Plan for the positioning of the Animaltón brand in the city of Cali, considering the importance of having this tool for any organization to achieve compliance with Your ultimate goal The strategic communication of a company is everything it says about itself for this purpose is presented to the Organization A.V.A. (Animal Voice Alliance) that has a current Animaltón brand, said brand has an event that will take place on September 7 and 8 of this year, which allows direct contact with the problem and the environment, becoming in a real commitment to contribute to the improvement of the welfare of abandoned animals in the city. Taking into account the above how publicists decide to contribute to this work in the care and welfare of unprotected animals, designing a communication plan in order to increase donor support, and volunteers for the cause.
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    Diseño de estrategia de marketing digital para Jep Mobiliari
    (Universidad Santiago de Cali, 2019) Navarrete Ruiz, Michelle Daniela; Berrocal Alzate, Nataly; Rodríguez Bran, Luis Esteban; Guzmán Beltrán, Ingrid
    This paper proposes the design of a digital marketing strategy for the furniture company JEP MOBILIARI, where the positioning of the brand in social networks will be affected through contents that demonstrate the experiences evoked by the company's products. The opportunity to carry out this work is based on an analysis of the DOFA matrix where internal and external issues of the company are observed and compared, which provide timely information for the use of the most effective communication strategies that impact the strategic target audience, achieving strengthen ties with customers and interested community. Also, an association study was conducted to identify the type of content that will be published on the social media of JEP MOBILIARI.
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    Rediseño de la marca de la empresa “Comercializadora Mariser” a través de un manual de identidad corporativa para fortalecer el reconocimiento en sus clientes para el 2020
    (Universidad Santiago de Cali, 2019) Rengifo Serna, Nicolás; Cuéllar Arenas, Jhoiner
    The company Comercializadora Mariser is dedicated to the production of key rings, buckles and ironworks, where nickel bath and gold bath are worked. It is necessary to make the redesign based on the above mentioned and an investigation so that is closer to what the company does. The current situation of the company will be analyzed; the great problem it has been thorugh in recent years. The brand of the company is discussed with respect to its current corporate visual identity until the redesign where it will be implemented in a brand manual. This Project is a Brand guide for the company “Comercializadora Mariser”, a re-design for the logotype will be perfomed for the company to have a better corporative image. In this research work is made the description of the product market offered by Comercializadora Mariser, it will take several background that would be undergraduate thesis to serve as a guide and help for the realization of this corporate identity manual.
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    Las claves del SEO en la gestión de las marcas
    (Universidad Santiago de Cali, 2019) Zambrano Perez, Arles Fernando; Meneses Medina, Lorena
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    Manual de marca Palmiplast Industrias S.A.S.
    (Universidad Santiago de Cali, 2019) Valencia Hernández, Christian Camilo; Vera Silva, Valeria; Londoño Ossa, Miguel Ángel
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    Análisis de campaña de Alberto Bejarano al Consejo de Cali
    (Universidad Santiago de Cali, 2019) Londoño Jacdedt, Rodrigo; Muñoz Joven, Luis Armando
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    Producción de Brand Book al restaurante temático Comisc Factory
    (Universidad Santiago de Cali, 2019) Moreno Giraldo, Johann Alberto; Lozada Cardona, Marlon Andrés; León Muñoz, Jhon Jairo
    The present work corresponds to the production of a Brand Book for the restaurant Comics Factory, a company that, in four years of presence in the market, has not developed a manual that defines the parameters of its corporate graphic identity, due to different factors such as the ignorance of this tool, the disinterest in investment in this type of product and the concentration of advertising efforts in other strategies. For the realization of the deliverable, the company was analyzed and its communication model, that is, it was investigated in the graphic pieces that they had previously implemented as communiqués, arts in social media and the interior and exterior restaurant branding. From the analysis it was detected the absence of a graphic identity line in its corporate stationery and POP material, so it was proposed the need to implement a manual that responded to the need for visual unity. Two years passed in which the work team worked as waiters, time in which participant observation was carried out in order to determine the path and creative guideline so that, finally, and after the approval of the owners, the production of the Brand Book took place. This work becomes a starting point for the restaurants in the process of opening, small and medium that do not know the functionality and advantages of defining their corporate graphic identity, but are interested in implementing it. It also provides the spectrum of advertising and design as enabling tools and identity creators in all existing brands.
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    Contenido de campaña social para visibilizar la violencia de género en las relaciones de noviazgo en estudiantes entre los 18 y 25 años de edad de la facultad de comunicación y publicidad de la universidad Santiago de Cali
    (Universidad Santiago de Cali, 2019) Girón Gómez, Diana Katherine; Puentes Vargas, Monica Andrea; Anacona Muñoz, Adriana
    The present investigation seeks to make the gender violence visible within the relationships between students between 18 and 25 years of age of the faculty of Communication and Advertising of Universidad Santiago de Cali through the content of a social campaign to get students to recognize acts that are part of gender violence which are not taken into account as such. The research had as sample students from third to eighth semester of this faculty, having as study variables family characteristics, parenting values, dating, current partner and knowledge; observing that the presence of gender violence begins to occur from what they observe within their family nucleus, through the construction of their first relationships. Information is collected through various research instruments including semi-structured interviews with students, group workshops and structured interviews with experts for better social campaign guidelines, which allowed identifying that gender violence is a problem that occurs not only from men to women but also from women to men and that it is a subject that little has been mentioned within educational institutions such as private colleges and universities.
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    Análisis de la marca "Esperanza Gómez" desde la perspectiva femenina que utiliza medios digitales en Colombia
    (Universidad Santiago de Cali, 2019) Ortega Daza, Cristian Steven; Meneses, Lorena
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    El buen uso de códigos comunicacionales como marca de Claudia López en campaña
    (Universidad Santiago de Cali, 2019) Motta Arias, Jean Pierre; Muñoz Joven, Luis Armando
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    De marca común a marca amada, un estudio sobre los factores de Engagement en el mercado Gamer-Millenial en la ciudad de Cali
    (Universidad Santiago de Cali, 2019) Mosquera Ordoñez, Lina Marcela; Yepes Bravo, Kelly Pricila; Londoño Ossa, Miguel Ángel
    This research work analyzes the creation of love towards a brand, as a multidimensional tool of Advertising and Marketing, to create Engagement and loyalty when developing a strong and emotional relationship with the costumer. This will be done first through a documentary analysis of the subject's background, the applicability of the findings, a survey focused on millennials as a target group and the development of an infographic with the results found, which will guide small companies dedicated to gaming to Create brand love in your organizations and products.
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    Formulación de campaña publicitaria para el lanzamiento de helados Cremo Rico en Cali
    (Universidad Santiago de Cali, 2019) Betancur Marulanda, Luisa Fernanda; Vargas Londoño, Ángela Patricia; Vélez Franco, Luis Felipe
    The following work shows the different steps that must be carried out for the introduction to the market of a new product; campaign tracking, target audience segmentation, communication and creativity strategy. In this case, they are the Cremo Rico ice cream, which are handmade without any kind of additives, which allows them to be included in the category of rich and healthy products. Ice cream Cremo Rico was chosen as a brand because it is a mass consumption product that is in an expansive period, in a highly competitive market creating a healthier alternative that is the artisanal ice cream that has reached great height in recent years. The target group to which the creamy ice cream is directed will be determined, which is ample because the ice creams are consumed by all people in general and more in the city of Cali that high temperatures mean that everyone wants an ice cream to refresh; also the most appropriate advertising pieces will be chosen for an optimal promotion and knowledge of the product, those that allow the consumer to recognize the flavors and imagine the sensations in their palate these same.

Higher Education Institution subject to inspection and surveillance by the Ministry of National Education.
Legal status granted by the Ministry of Justice through Resolution No. 2,800 of September 2, 1959.
Recognized as a University by Decree No. 1297 of 1964 issued by the Ministry of National Education.

Institutionally Accredited in High Quality through Resolution No. 018144 of September 27, 2021, issued by the Ministry of National Education.

Ciudadela Pampalinda

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PBX: +57 (602) 518 3000
Santiago de Cali, Valle del Cauca
Colombia

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Colombia

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Colombia

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