Iván Javier Villamar Varado; Vladimir Alexander Guerrero Cortez b; Nick Israel

Abstract:

The present research called" Strategic plan to capture advertising accounts for SMEs, in the city of Guayaquil" was carried out in order to create strategies for the capture of advertising accounts for SMEs in the city of Guayaquil. This is due to the importance that advertising management has generated over the years for companies from all sectors, which have considered that their presence in the networks or through traditional advertising is vital for their positioning in the market. market. Through field research, focused on SMEs in the city of Guayaquil, the need was detected to increase the presence of brands as an opportunity for entities dedicated to offer specialized services in advertising, since, having a contract with a The company not only estimates the realization of a sale of services but an advertising account that will generate longterm profitability. That is why, strategies are proposed to attract the attention of new customers and the investment of an increase in the productive capacity of the company in order to meet the demand generated.

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