Estrategia de comunicación publicitaria emocional para el desarrollo de campañas ATL y BTL en el Sector de Leonidas Plaza, Comercial Dulcemania y Arreglos "Sarita"

Abstract

The present research work has like goal give a propose emotional publicity strategy through de media ATL (Above The Line, traditional media) and BTL (Below The Line, direct channel) to the “Sarita” Commercial. Respect to the scientific problem looked to through to interview to the owner, so they don´t use a social network the business that allow received a feedback from the clients, also an out identification of the brand. The research methodology is bibliographic character and, analytic, deductive, and synthetic methods, in order to obtain information and analyze the effected research to 60 costumers. The Alfa the Cronbach to the data looked was 0,85 of 1, giving as a result a friability in the research instrument apply. Referent to the validity was 0,96 of 1, which is acceptable and, with that the correlation and the friability. Finality, it is to guide in the emotional communication in order to develop effect campaign in the media ATL and BTL that allow persuade to costumer of Commercial and, attract potential clients.