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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.
Análisis de campaña de Alberto Bejarano al Consejo de Cali
(Universidad Santiago de Cali, 2019) Londoño Jacdedt, Rodrigo; Muñoz Joven, Luis Armando
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
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
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.
Análisis de las estrategias de content marketing utilizadas por caracol next en la creación de contenidos en formato audiovisual (caso probando, probando con Saltín Noel) para caracoltv.com en el año 2020
(Universidad Santiago de Cali, 2020) Escobar Bolaños, Elkin; Tavera Espinosa, Laura; Cuellar Arenas, Jhoiner
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
Aproximaciones de las narrativas Transmedia y digital en el contexto de la publicidad social
(Universidad Santiago de Cali, 2023) Henao Argel, María Alejandra; Castañeda Zuluaga, Diana
This text presents a scoping review of the existing literature on social advertising in relation to transmedia narratives and digital narratives.
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
Campaña de comunicación publicitaria para promocionar la “fundación riofrío con amor” en el municipio de riofrío Valle
(Universidad Santiago de Cali, 2020) Villanueva Sanclemente, Michelle; Espinosa Peña, David Alberto; Meneses Medina, Lorena
Campaña digital para incrementar el número de usuarios registrados en el sistema de biciestaciones y bicicletas compartidas “bici estación” entre los 18 a 34 años de la comuna 17 de la ciudad de Cali en el 2020
(Universidad Santiago de Cali, 2020) Macías Espitia, Daniela Isabel; Londoño, Miguel
Campaña para la movilidad efectiva dentro de la universidad Santiago de Cali sedes Cali - Palmira
(Universidad Santiago de Cali, 2020) Álvarez Vaquero, Diana Katherin; Castillo Montero, María Camila; Lozano Pérez, David; Henao Bermúdez, Juan Manuel
The beginning of classes for new students, at Santiago de Cali’s University, could mean a constant feeling of disorientation, due to they get to know new spaces. During the first weeks is common that the students need to find their classrooms, a department or a share space and don’t be able to find it. This is how the idea of designing an advertising campaign came up, to improve mobility within the campus of the USC headquarters in Cali and Palmira, providing those involved with inductive information that prepare them for their mobility on campus and made their adaptation to this environment more effective. For this, the present project posed the following research question: ¿How do to improve the mobility of the students of the first semester of the University of Santiago de Cali at the headquarters of Cali and Palmira in 2020?. Question that was addressed through the analysis of the campuses and the interaction in them by the academic community of the USC. The results obtained were used to create an advertising Brief that identified the needs against the mobility problem. The work led to the creation of an information campaign that sought to induce the community to move effectively within the university environment.
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.
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.
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.
Campaña publicitaria desde la comunicación y el marketing para informar sobre la prevención y el tratamiento de algunas enfermedades en la población infantil de Cartagena
(Universidad Santiago de Cali, 2019) Huertas Soto, Juan Camilo; Durango Villalobos, Enrique; Guzmán Beltrán, Ingrid Jovana
Campaña publicitaria para el posicionamiento del Banco de Leche Humana de Hospital Universitario del Valle
(Universidad Santiago de Cali, 2019) Andrade Rodriguez, Viki Esperanza; Ardila Behar, Ana Carolina
La investigación de enfoque cualitativo, visibiliza la necesidad publicitaria que tiene el Banco de Leche Humana del Hospital Universitario del Valle, para aumentar la oferta de leche materna donada y así cubrir la demanda de los recién nacidos de Cirena. Al realizar la metodología, los resultados arrojan un desconocimiento del mercado con la existencia del banco, lo que explica la insuficiencia del producto. Razón por la cual se elaboran estrategias que estructuran la propuesta de campaña, y con ello logran un posicionamiento de la marca en el municipio.
Campaña social para la concientización del uso apropiado del espacio público en la galería alameda
(Universidad Santiago de Cali, 2020) Benavides Acosta, Giselle Valentina; Meneses Medina, Lorena
The present investigation seeks through a social campaign, give to know the waste of public space in Alameda's Gallery, showing through advertising mechanisms, the causes and possible solutions to this problematic of social order. Thus, it will be analyzed trough the methodological instruments (Field diary’s, interviews and polls), the behavior of the public involved (stakeholders), and later it will be studied the way of propose a change from the publicity point of view, whose purpose is make aware the community of Cali about the appropriate use of the Gallery space. In that order of ideas, the actual project managed to show the actors and attitudes that causes the previously raised problematic. Concluding through a social campaign with pedagogic sense like generate a positive change in the people who frequents that place
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.
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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