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Item Análisis de la función del mensaje publicitario de la realidad virtual para el mercado inmobiliario (caso colinas El Mameyal) en el año 2021.(Universidad Santiago de Cali, 2021) Jaramillo Muñóz, Leidy Stephany; López González, Julián David; Barona Rengifo, Daniel Andrés; León Muñoz, John JairoThe purpose of this work is to investigate the way in which the advertising message of the Jaramillo Mora company is created, which uses virtual reality as the main resource to advertise its Colinas El Mameyal housing project. To fulfill the purpose, the main elements of virtual reality that were taken to advertise were investigated, how faithful they were to the reality they were trying to imitate and what perception the clients had when coming into contact with this new way of advertising of the company. In order to investigate these elements, different techniques and tools were used such as doing closed-question surveys, also interviews to have a much greater understanding of what the clients thought and a field diary was used to corroborate if the clients' actions were consistent with what they said in the interviews. All this culminated with good results in the good way in which people, mainly from Colombia, are receiving this new resource of advertising, since it is new in Colombia, but internationally it has been implemented for longer.Item Estrategia publicitaria en redes sociales para disminuir la abstención hacia el voto electoral de los jóvenes entre 18 y 24 años en la universidad Santiago de Cali para el año 2020(Universidad Santiago de Cali, 2021) Mina Mosquera, Angie Tatiana; Mosquera Pereira, Daniela; Riascos, Jhon AlexanderIn this research and advertising development work, topics such as voting, democracy, social networks, youth, political marketing, among others, were addressed primarily. This in order to reveal patterns, behaviors and variables that lead young people (students from the Santiago de Cali University between 18 to 25 years) to abstain from the electoral exercise. From the data previously found and established, an advertising strategy is developed whose purpose is to decrease electoral abstention among current young people between 18 and 25 years old. Thus, helping to improve this problem, a dilemma that several Latin American countries currently suffer from.Item Desarrollo y creación estratégica de marca personal(Universidad Santiago de Cali, 2022) Arévalo Niño, Carlos Alfonso; Castañeda, Diana LissethItem Desarrollo y creación estratégica de marca personal(Universidad Santiago de Cali, 2022) Segura Miranda, Ashly Liceth; Castañeda, Diana LissethItem Desarrollo estratégico de marca personal(Universidad Santiago de Cali, 2023) Florez Trujillo, Maria Fernanda; Castañeda, Diana LissethThe personal branding course consisted of different modules that addressed activities and best practices to achieve learning in the personal, academic, and professional spheres. Through the exploration of passions and the use of skills and opportunities, a personal brand was created. The first module focused on personal introspection with mood board and autobiography. The second module was based on the creation of a SWOT matrix. We learned how to improve skills and take advantage of growth opportunities. In the third module a concept was built, including a slogan and brand purpose. The fourth module focused on the brand purpose based on passions, developing the graphic proposal and a strategic plan. The last module focused on the personal image, considering different body types, colors, and styles, ending with a video.Item Análisis de la percepción sobre los estereotipos de belleza de la mujer con respecto al spot publicitario de Dove del año 2021(Universidad Santiago de Cali, 2023) Garzón Laguna, Maira Daniela; Rosales Buitrago, Alexa Carolina; León Muñoz, John JairoThe following advertising project aims to analyze the perception of wome´s beauty stereotypes with respect to the Dove advertising spot of the year 2021 “Que hay detrás del selfie”, starting from a comparison between men and adolescent women of the ethno-educational institution “La anunciación”. For which a process is fragmented into four phases; The first phase is carried out four docuemntary analysis shetts generating a discussion between the author and the contribution towards stereotypes in general and classifying them. In the second phase, a survey is carried out to collect information about what is the previous knowledge that adolescents hace in the face of beauty stereotypes and which they can identify. In the next pahse , a series of interviews are implemented in order to establish the diferrent opinions about the spot displayed.And in the last phase, a comprative table is proposed between the results of both positions( men and women).Through this process, it is expected to obtain recognition about how beauty stereotypes influence the media in adolescents through advertising .Item Estrategia de contenidos digitales para el relanzamiento de la marca Akitoy sushi, entre los jóvenes amantes de la gastronomía japonesa en la ciudad de Cali, en el año 2024(Universidad Santiago de Cali, 2024) Loaiza Moreno, María Camila; Luque Betenyane, Ana Sofia; Rodriguez Lozano, Laura; León Muñoz, John Jairo (Director)Item Formas y procesos de expertos y aprendices que crean fotografía publicitaria(Universidad Santiago de Cali, 2019) Quintero Candezano, Julián David; Vélez, Luis FelipeItem 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, JhoinerItem 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 ManuelThe 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.Item 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 AlexanderThis 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.Item 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, DianaThis text presents a scoping review of the existing literature on social advertising in relation to transmedia narratives and digital narratives.Item Diplomado en desarrollo y creación estratégica de marca personal(Universidad Santiago de Cali, 2022) Chaux Candamil, Luisa María; Castañeda, Diana LissethItem 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 JairoThe 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.Item 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 ManuelThe 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 2022Item Propuesta de campaña publicitaria para la promoción del producto “capullo de mariposa” de la “fundación zoocriadero de mariposas andoke” entre los usuarios que hacen parte de su comunidad de la red social instagram para el año 2023.(Universidad Santiago de Cali, 2022) Agudelo Hernández, Juan Sebastián; Alegría Grande, Lina Mariana; Castillo Domínguez, Sergio Ricardo; Henao Bermúdez, Juan ManuelThe project "Proposal of an advertising campaign for the promotion of the product "Capullo de Mariposa" of the "Fundación Zoocriadero de Mariposas Andoke" among the users that are part of its community in the social network Instagram for the year 2023", is proposed because of the little and inadequate promotion that is made to this product, while it is projected as one of the most potential of Andoke. Therefore, an advertising campaign is proposed to promote the product "Capullo de Mariposa" of this foundation among users who are part of its community in the social network Instagram for the year 2023. To achieve this, actions are undertaken such as the description of the current state of the brand's advertising communication, in relation to its product offering to recognize opportunities for the promotion of its butterfly cocoon, to know the characteristics and perceptions of the brand's followers in its Instagram social network to focus the campaign proposal towards them and to propose advertising strategies that allow the promotion of the product among the followers that are part of the brand's Instagram channel. It is expected that the results obtained with the research will help to adequately promote the butterfly cocoon product among the followers that are part of its community in the social network Instagram, and that a positive impact is generated with respect to the recognition of the value that the product has for the followers of the brand.Item Narración periodística del posconflicto en Caloto Cauca(Universidad Santiago de Cali, 2020) Aguilar Méndez, Carlos Andrés; Serna Ochoa, Juan Camilo; Muñoz Joven, Luis ArmandoMore than 50 years ago, the Republic of Colombia has lived in constant confrontations with the subversive group F.A.R.C.Item Estrategia publicitaria para mejorar el tratamiento de los residuos sólidos, en el caso de la galería santa elena de Cali(Universidad Santiago de Cali, 2020) Martínez Mejía, Jonathan David; Meneses Medina, LorenaItem Estrategia de posicionamiento de contenido digital para la óptica city lentes en los estudiantes de la facultad de ingeniería de sistemas de la universidad santiago de Cali para el año 2022.(Universidad Santiago de Cali, 2022) Sandoval Posso, Isabella; Londoño, Miguel ÁngelThe following investigation has been developed in the city of Cali specifically to the students of the Faculty of Systems Engineering of the Santiago de Cali University, with the objective of carrying out a digital advertising strategy that allows a company such as City Lens optics, to position itself in The social networks Facebook and Instagram, with a logo redesign, brand identity creation and value content, stand out despite the large number of companies that exist in this sector as an organization that has highly qualified teams and personnel. to provide a service at the level of any other recognized brand in the market. This advertising strategy is designed in three phases; The first consists of carrying out a documentary review, a semi-structured interview and an observation matrix in order to know the current situation of digital communication in optics. Subsequently, conducting a semi-structured interview with the systems engineering students to find out the perception of the optics and finally, we sought to propose a creative briefing that would allow the Citylentes optics to begin to be recognized as a good option within the visual health sector and at the same time. At the same time stand out among the brands that compete directly with it.Item Diplomado en desarrollo y creación estratégica de marca personal(Universidad Santiago de Cali, 2022) Potosí Achito, Hilda Catalina; Quinaya, Diana Patricia