Diseño de una Herramienta que proporcione recursos creativos publicitarios a partir de la compilación de vivencias y códigos propios de los ecuatorianos, dirigido a creativos y redactores publicitarios

Abstract:

The development of the present thesis developed from the point of view of the creative advertising one; the vision and the development of each one of the departments show which is the contribution and since they interfere in the creative process each of the departments from the agency to the moment to develop an advertising campaign. In the first chapter one finds the structure organization of an agency, the departments and philosophies that they can find in the advertising, like that way also analyze the professional profiles and his labor performance in day after day in his department. The second chapter treats itself about the movement of work to the moment that the brief of the client comes to the agency, the points are analyzed and one develops the strategies with the responsible equipment, up to coming to a key concept that allows to elaborate a strategic and creative campaign. In the third chapter we find all the steps and processes that intervene in the creative development, the roles and responsibilities of every member of the equipment at the expense of the campaign, ultimately the creative work is analyzed after having born in mind certain tools and resources that have facilitated the work, to be able to take certain final decisions. The chapter four corresponds to the whole part of the execution of the ideas, where one shows all the concepts of draft and graphical design, for end there are analyzed the mass media, his characteristics and functions to bear in mind to the moment to look for immediate impacts in the consumer. In the fifth chapter there is done an analysis of the reality of the Ecuadorian advertising and his identity, there analyze cases of national and foreign, like that brands also the regional campaigns that come to the country and his effect in the local consumer to the moment to feel identification with the brand. In the sixth chapter one finds the part of the investigation of the thesis, where one asks experts on the need to possess a tool of Ecuadorian codes in the agencies of advertising, also one discusses the reasons and effects of the regional campaigns and the situation of the Ecuadorian advertising. In the seventh chapter they find the conclusions and recommendations proposed after the analysis of the investigation.

Año de publicación:

2015

Keywords:

• Campaña Publicitaria
• Creatividad
• estructura organizacional
• DEPARTAMENTOS DE MEDIOS

Fuente:

rraae