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Advertising impact with digital strategies in university students. The case of the Universidad Técnica Particular de Loja-Ecuador

Abstract:

Changes in hearings and in media use and consumption of young people, due to media context, make that organizations rethink and bkp_redistribute their communication strategies. The modification of these strategies requires understanding the media evolution and how hearings have migrated to digital environments. Now the consumer become Prosumer; that is, he generates contents as a result of media interaction; this is a fundamental aspect to reconsider the way to educate, communicate, live, etc. The present work describes a research carried out to university students of open and distance category of the Universidad Tecnica Particular de Loja-Ecuador, regarding their way to accept advertising issued by the institution in traditional and digital media. In addition, it describes and analyzes the media consumption of these young people and how the Internet has substantially changed communication strategies raised from a specific area.