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Evaluación de la publicidad de universidades en la prensa escrita de Ecuador, un estudio longitudinal

Abstract:

The objective of the study is the evaluation of university advertising in the Ecuadorian press. The methodological technique of longitudinal study was applied, analyzing 772 advertisements published in three leading newspapers during every Sunday in 2016 and 2017. This study identified what type of universities, content and visual attributes stood out, and what audiences they were targeting. The conclusions include the predominance of promotional content of private universities that are aimed at potential students and the value that persists in the written press despite the rise of online advertising. The year 2017 exceeds in ads to 2016.