Análisis de los elementos gráficos del Manga Shonen como potencializadores en la decisión de compra de cuadernos en estudiantes universitarios del programa de Licenciatura en Lenguas Extranjeras de la Universidad Santiago de Cali
(Universidad Santiago de Cali, 2018) Castillo Millán, Héctor José; Solarte Torre, Luz Karime; Cuellar Arenas, Jhoiner
Las claves del SEO en la gestión de las marcas
(Universidad Santiago de Cali, 2019) Zambrano Perez, Arles Fernando; Meneses Medina, Lorena
Manual de marca Palmiplast Industrias S.A.S.
(Universidad Santiago de Cali, 2019) Valencia Hernández, Christian Camilo; Vera Silva, Valeria; Londoño Ossa, Miguel Ángel
Análisis de campaña de Alberto Bejarano al Consejo de Cali
(Universidad Santiago de Cali, 2019) Londoño Jacdedt, Rodrigo; Muñoz Joven, Luis Armando
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.
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.
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
Formas y procesos de expertos y aprendices que crean fotografía publicitaria
(Universidad Santiago de Cali, 2019) Quintero Candezano, Julián David; Vélez, Luis Felipe
Elementos de la narrativa publicitaria para la creación de un mensaje de conciencia social caso: Comercial Love Story de Movistar
(Universidad Santiago de Cali, 2019) Zapata Jiménez, Paola Andrea; León Muñoz, Jhon Jairo
In the present work an investigation is carried out to determine the elements of the advertising narration to create messages for social awareness based on the case of the commercial “Love Story” by Movistar. The advertising narration is an approach to a communication process in which the author creates figures to express ideas and emotions. The following work aims to address a social theme in which adolescents and young people are exposed due to the misuse that is given in social networks. The encounter with strangers and cyber blackmail due to this social problem increases, because it is difficult for messages of social awareness to reach people because of the saturation of advertising messages. What is written above demonstrates the important role that the advertising narration fulfills by transmitting a message of reflection by recreating a situation and generating an approach with the brand - in this case Movistar - and with the people. The focus of this study is qualitative, the project in applied research, since its approach is aimed at the social, that is, an investigation aligned to human behavior, with the aim of studying problems of social interest. It is an interpretive case study and analysis of the content or discourse. We worked with 10 young students from the Santiago de Cali University who made use of the YouTube platform and social networks, young people with different criteria in the case with an average age of 18 to 25 years of age. The instruments used were content analysis, group interviews and the observation diary. It is concluded that advertising with a social background deals with issues that may surprise the viewer to open their eyes, have an intention and a message, so they remain more in the viewer's memory. In this particular case, Movistar's Love Story commercial contains elements of empathy and nostalgia, the ending surprises and impacts, in addition, the video has thousands of followers and comments from impacted viewers, who also think it is an important message that deserves More attention and alert.
Campaña publicitaria de fidelización para el centro de acondicionamiento fisico Viking Box en la ciudad de Tuluá-Valle
(Universidad Santiago de Cali, 2019) Colonia Hernández, Brayan; Londoño Ossa, Miguel Ángel
This advertising campaign research proposes is an advertising exercise through the development of a service (C.A.F Viking Box) for its maintenance or maintenance in the market of the city of Tuluá through an advertising campaign. The development of this advertising campaign begins with the analysis of the current market of fitness centers, finding a starting point in the consumption of healthy life and how it has gained strength over the years in the world economy. This analysis is carried out with the help of articles and market research carried out in Colombia and the world on this sector of accelerated growth, detecting trends and anticipating possible behaviors that this lifestyle brings in the market. In the same way the consumer is investigated using internal and external sources of the Viking Box fitness center, the factors that affect the behaviors of the current consumer are taken into account and how the fitness world has impacted their lives. This is obtained through research exercises in which the consumer and a series of relevant authors on the subject are consulted, through documents and research carried out previously that contribute to the clarification of important concepts and conclusions that contribute to the development of all the advertising campaign. After the research exercises, the advertising strategy is proposed, reinforced by authors and documents relevant to the subject, this strategy contains the initial pillars to make this work possible, from there a route to follow throughout the campaign is drawn and in the same way It is raised as far as it goes with it. Following this, an investigation and media analysis exercise is carried out in order to find the most appropriate to carry the message to the target audience, this analysis ends with a media plan that indicates the hours and days in which the message to communicate can impact effectively on the target investigated. At this point, the investigation carried out by the Viking Box consumer and the economic resources available by the owner are taken into account, as well as non-traditional media become the most suitable for the development of the advertising campaign. Continuing with the development of the advertising campaign, a conversion Funnel is proposed as part of the strategy, said Funnel is intended to be implemented through the selected means in order to maximize the results, thus seeking that the campaign complies with The proposed objectives. This Funnel will also serve as a tool for measuring the results, thereby achieving permanent control over the campaign to optimize it if necessary. Finally, it goes to the graphic creative development, which seeks to be thorough and precise to complete the desired impact, creativity is a fairly broad and abstract topic, however, thanks to the research of the authors indicated in the topic, you can clarify and direct in a good way the creative exercise, which concludes with the realization of graphic pieces that are scheduled in the chosen media, these pieces are the collection and application of the conclusions collected throughout the project, these pieces meet the concept and they land it through a copy and an image that connects with the target audience.
Propuesta de campaña publicitaria “Cultura Underground”
(Universidad Santiago de Cali, 2019) Laverde Quintero, Juan Manuel; Vélez, Luis Felipe
Posicionar un producto tangible o intangible es un reto en el cual una estrategia de publicidad es la herramienta indicada, más aún cuando se trata de un producto intangible, como lo es posicionar un concepto en la mente de los consumidores. En la presente propuesta de campaña publicitaría se pretende impulsar y desarrollar desde la investigación, el diagnostico y el análisis critico de la cultura, así poder obtener un fuerte impacto por parte del público objetivo. El Techno es un género musical que no está muy bien visto en la sociedad, sobre todo en la cultura caleña, el énfasis de este trabajo responde a como concientizar a la cultura caleña sobre éste estilo musical, analizando conceptos, realizando una segmentación de mercado y por último conformando una estrategia pertinente en la cual las herramientas creativas y visuales juegan un papel fundamental. Con el fín de crear diferentes conceptos en el público objetivo para que se genere un punto de vista, básicamente se trata de impactar y concientizar a una cultura que está muy cerrada en gustos musicales y que por ende, cualquier género diferente es tildado con opiniones que carecen de un soporte conceptual. Se analizará también diferentes campañas entorno a este género y cómo su impacto a cambiado diferentes estigmas sociales y culturales, ésto será de soporte para tener un contexto más amplio sobre este género. Dejando claro, que es una propuesta de campaña, la cual tiene unos instrumentos y estrategias para el alcance de los objetivos demostrando confiabilidad y validez.
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.
Manual de identidad corporativa: Moon Inked, Cómics en camisetas estampadas
(Universidad Santiago de Cali, 2019) Mendez Patarroyo, Santiago; Tamayo Rivera, Juan Diego; Castañeda Morales, Andrés Felipe
In this work you will find the fundamental parameters for the creation of the brand of “Moon Inked” printed t-shirts evidenced in the corporate identity manual. The researched antecedents at international and national level will be shown, recognized authors who expose the importance of brand identity in current markets, as well as other researchers who expose a series of aspects and concepts that have been considered important for this work. To raise the proposal presented in the work, the decision of the target audience was taken into account, who was consulted to define the brand, based on the habits, customs and behaviors that made it relevant.
Propuesta de campaña publicitaria para Bretaña Postobón
(Universidad Santiago de Cali, 2019) Alarcón Rivera, Winner Guillermo; Bolaños Dorado, Paola Andrea; Meneses Medina, Lorena
This work presents a proposal to carry out an advertising campaign for the product Bretaña Postobón, in order to sustain its relationship with young audiences and increase sales. The brand is positioned in the market, being affirmed by the company's website. "Since 1918 Brittany has been the leading brand in the country's soda category thanks to its quality and style" (Postobón, 2016). It is held locally, in the city of Cali, for young people between 25 and 35 years old. The aim is to generate an emotional bond between the client and the brand, seeking greater penetration in the segment. The methodology used the quantitative approach, conducting surveys in order to draw conclusions from the target's behavior to create communication and creative strategy capable of responding to the affective needs of the target. The tactics used relate to the use of technological tools (Eucol interactive) and create consumer experience through experience.
Análisis de la producción en investigación formativa del programa de publicidad de la universidad Santiago de Cali entre los años 2010 y 2015
(Universidad Santiago de Cali, 2019) Cuesta García, Luis Miguel; Quinayá Ocampo, Diana Patricia
This degree work seeks to develop a description of the production in formative research of the Advertising program of the Santiago de Cali University between 2010 and 2015. Initially it was part of the COMPILAD2 project of which the author was a participant. This new project, part of a compilation exercise through which it seeks to recognize the approaches of production in formative research of the Advertising program. For the development of this purpose, the degree works were classified according to two criteria: Identification of each thesis, expresed in the collection of information such as: little, author, advisor, year of approval and methodological guidance. Line of research to which the projects of degree contibute.
Campaña publicitaria de bien social al héroe anónimo de Cali
(Universidad Santiago de Cali, 2019) Barreto Pascuet, Stephanie; Porras Mosquera, John Heiver; Meneses Mendoza, Lorena
The anonymous hero social campaign is a pilot test that was held to honor the teacher of the city of Cali, especially the teachers of the Santa Rosa institution. In order to carry out this work, topics related to publicity and social advertising, topics of situational context of teachers in Colombia and Cali, as well as general education were investigated.
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
Rediseño de marca e identidad visual corporativa a partir de las necesidades de comunicación visual de la Fundación Social y Cultural Yuluka
(Universidad Santiago de Cali, 2019) Home Ortega, Jose Miguel; Vélez, Luis Felipe
Rediseño del laboratorio creativo del programa de publicidad de la facultad de comunicación social y publicidad de la Universidad Santiago de Cali
(Universidad Santiago de Cali, 2019) Baeza Henao, Andrés; Guzmán, Ingrid Jovana
Recursos narrativos de DC cómics en las historietas impresas y digitales que contribuyen al contenido de marca en el caso de Batman, en los lectores entre 15 a 50 años de la ciudad de Cali
(Universidad Santiago de Cali, 2019) Tovar Cardenas, Juan Diego; Vélez Franco, Luis Felipe

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