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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
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.
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
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
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.
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.
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.
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.
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.
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.
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.
Acompañamiento en acciones publicitarias para el In House Adland de la Facultad de Comunicación y Publicidad
(Universidad Santiago de Cali, 2019) Flórez Pascagaza, Harold Andrés; García García, Andrea Estefanía; León Muñoz, John Jairo
Based on the research findings in each of the works carried out with the In-House (ADLAND) of the School of Communication and Publicity of the Santiago de Cali University, the mechanism of implementation used in each advertising process since its inception is evident until the final development, also, the contribution that the client generated against the objective presented by the campaign was identified. Through research and applied instruments, the appropriate process was evidenced and the importance that from the academy should be weaved between practice and theory. This work in the systematization of experiences through advertising campaigns is possible thanks to the accompaniment of the teacher and the link with the research seedbeds , also in the Collective worked problems in different communication cases that required concrete solutions from advertising communication. In this Degree Work, the researches that were generated for each advertising development that had a great importance from the communication that was established with the client are reported; It was also the opportunity to exercise a task that would put on the table the interference of the client, the opportunities and disadvantages to which we would face and the breakdown of traditional schemes, thus generating new proposals during the advertising process of two consecutive years.

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