Facultad de Humanidades y Artes

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Análisis de la estrategia publicitaria utilizada por la marca de vestuario femenino “ELA” en sus plataformas digitales durante la pandemia entre los años 2020 y 2021
(Universidad Santiago de Cali, 2022) Hincapié Vélez, Irene
The research exposes the analysis of the advertising strategy of the brand women's clothing “ELA” on its digital platforms, of the above bearing in mind the problem caused by the juncture of Covid-19 towards brands in the textile industry, specifically to the fashion system in Colombia. In front of which it was proposed the objective of analyzing the advertising strategy used by the women's clothing brand “ELA” on its digital platforms during the pandemic between 2020 and 2021. To develop this objective, it was established a mixed approach, through a descriptive, documentary and explanatory research, applying the analytic-synthetic, ethnographic and descriptive methods. The development of this project was initially based on the analysis of the digital platforms used by the brand through nethnographic observation. On the other hand, tools such as interviews and surveys were implemented to know the scope and level of influence of the brand on its users. And it ended with the evaluation of campaigns of women's clothing brands, which were later compared with the campaign of the “ELA” brand, finding very significant data that gave light and guidance to the specific objectives raised in the investigation
Campaña publicitaria de bien social para el programa “vértigo” en el barrio Manuel María Buenaventura de Cali para el año 2020
(Universidad Santiago de Cali, 2020) España García, Carolina;; Nieto Bocanegra, Leidy Vanessa; León, John Jairo
In this work, the fundamental parameters are found to design a social good campaign for the Vertigo program of the Ministry of Sport and Recreation of Cali. These parameters are supported by antecedents, undergraduate studies that have marketing and advertising research as a starting point, social good campaigns, advertising activities and strategies, case analyzes that have national and international advertising and sports as their central theme, authors and connoisseurs who support the decision and talk about the importance of sport in the education of children, young people and adolescents, as well as the laws that oblige the right to sport to be fulfilled in the Colombian population and research that supports the decision and actions that are carried out in the design of the social good campaign in adolescents from 12 to 19 years of age in the Manuel María Buenaventura neighborhood of Cali. The methodology to be used is coupled to the purpose of the investigative work and important information is collected to promote through a campaign that the target audience begins to practice a sports activity, specifically extreme sports. Their habits, customs, behaviors are identified as bases or pillars in the theoretical support for the creation of the advertising campaign. The means and tone of communication are known, its competence, added value; In addition, insight is identified and the creative concept is created as the main axis for the campaign.
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.
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.
Estrategia de fidelización para los clientes del restaurante de productos vegetarianos/veganos “frutos del sol” durante el año 2023
(Universidad Santiago de Cali, 2023) Martínez Corrales, María Alejandra; Riascos, Jhon Alexander
This research work, proposes a loyalty strategy for Frutos del Sol´s clients, located in El Peñón neighborhood in the west of Cali, Colombia; which is characterized by offering vegetarian and vegan preparations designed for any type of palate. This will be done through 3 specific objectives, which mainly seek to know how the restaurant is in the market, and identify the perception that customers have about the brand, the products and services it offers, to finally build the elements that make up the structure of the advertising strategy to retain restaurant customers. With this, it seeks to generate a solid relationship between customers and the restaurant, so that could become their favorite brand of healthy food.
Estrategia publicitaria de posicionamiento para el almacén"chanclas gilianny" de la ciudad de Cali, primer semestre del año 2022
(Universidad Santiago de Cali, 2021) Chaves Ruano, Maria Jose; Guerrero Cordoba, Lizeth
The following degree work contains the importance and the approach of an advertising strategy that improves the positioning of the footwear store Chanclas Gilianny in the people of the sector Jose Manuel Marroquín II , and of neighborhoods belonging to communes 13 and 14 of the southeast of the city of Santiago de Cali, Colombia. The strategy is structured using a variety of mixed research tools, including interviews, survey, photographic records and point of sale observation and the environment; this was focused on digging why is Chanclas Gilianny, despite its current trajectory of providing the service on a continuous basis, not is positioned or visible to people? In addition, it discloses factors that will enable the main need to be solve. It follows that, the positioning could be affected by the inconstancy of the advertising structure and the logo, because these do not represent or communicate the essence of point of sale as a brand. That is why the general objective is to propose an advertising strategy for the footwear store Gilianny flip flops, through the use of creative resources, communicative, diffusion and visibility that will enable an improvement in positioning to reaffirm their existence, image, presence and differentiation. For which we take into account applied field research, theoretical concepts and analysis of campaign background.
La percepción sobre la humanización en la estrategia de comunicación de la marca Netflix en el año 2020
(Universidad Santiago de Cali, 2023) Vera Arboleda, Laura Catalina; León Muñoz, John Jairo
The following research focuses on analyzing and understanding the humanization present in the advertising messages used by Netflix on the Facebook social media platform in April 2020. This period is chosen due to the changes made by the brand to adapt to a global crisis caused by the COVID-19 pandemic. To carry out this study, a methodology is employed that is based on the use of analysis forms as data collection instruments. These instruments allow for a detailed review of the graphic advertising pieces and associated copy on Netflix's Facebook page, considering elements such as tone, language, conveyed emotions, and values present in the messages. The potential results of this research will provide a clearer insight into how Netflix approached humanization in its communication strategy on Facebook in April 2020 in Colombia. This work contributes to the field of advertising by providing recommendations on how humanization can be an effective strategy on social media. Furthermore, it is expected that the obtained results will inspire other brands to adopt similar approaches in their communication strategies, promoting a greater emotional connection with their audiences and strengthening their positioning in the market.
Manual de identidad corporativa para el hotel Herrera Polo
(Universidad Santiago de Cali, 2020) Herrera Pérez, Andrés Felipe; Cárdenas Gómez, Christian Andrés; Meneses Medina, Lorena
In this project carried out for the HOTEL HERRERA POLO located in the center of Valle del Cauca. Seeing the shortcomings that the company lacks in the branding part, we encourage ourselves to create a corporate identity manual, which is important for every company because it is this, the one that gives the guidelines to the corporation through illustrations, typographic fonts, logos , brand values, positioning, among other applications, all this in order to maintain the same line of presentation and coherence when implementing the brand on different supports, with the aim of making correct use of the company's corporate image..
Plan estratégico de comunicación publicitaria para fortalecer el posicionamiento del salón de belleza “Anzayak” ante su target en el barrio el caney de la ciudad de Cali para el año 2022
(Universidad Santiago de Cali, 2022) Álzate Gallego, Karol Tatiana; López Caicedo, Leslie Andrea; Henao Bermúdez, Juan Manuel
The present project is based on the recognition of the problem that experiences the beauty salon “Anzayak”, namely, the affectation of brand positioning caused by three factors: the influence of Covid-19 in the economic crisis of the years 2020 and 2021, the change of the local where establishment was located in August of 2020, and the increase of the competitive environment f of September of the same year. In front of which it raises the purpose of proposing a strategic plan of advertising communication to strengthen the positioning of the beauty salon “Anzayak” in view ogivenet in the neighborhood El Caney of Cali for the year 2022. To develop that goal will implement actions like analyzing the current situation of the advertising communication of the beauty salon “Anzayak” in the market of the neighborhood El Caney. On tof he other hand, the identification of the characteristics and perceptions of the consumers about the beauty salon, and finalizes with the approach of the advertising tactics which allows the strengthening of the communication of the beauty salon of the beau of its consumers. Consequently, it is expected that the results obtained with the project described will help to improve the positioning of the beauty salon “Anzayak” in the neighborhood El Caney of the city Cali inr tof he yof ear 2022
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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