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Estrategias de posicionamiento basadas en la cultura del consumidor: Un análisis de la publicidad en televisión

Author

Listed:
  • EDUARDO TORRES MORAGA
  • CRISTIAN MUNOZ NAVARRO

Abstract

En el presente estudio se analizanlas diferentes estrategias de posicionamientocultural que pueden sercomunicadas a través de la publicidaden televisión. En concreto se estudiacuál de estas estrategias de posicionamiento(posicionamiento global,extranjero y local) es la más utilizadapor las marcas publicitadas generalmenteen Chile y considerandodiferentes categorías de productos. Lainvestigación muestra que estos trestipos de estrategias tienen suB cienteidentidad como para ser utilizadas individualmentey posicionar una marcaa través de la televisión. Ademásrevela que una cantidad considerablede marcas utilizan el posicionamientoglobal y una menor cantidad el posicionamientoextranjero y local.

Suggested Citation

  • Eduardo Torres Moraga & Cristian Munoz Navarro, 2006. "Estrategias de posicionamiento basadas en la cultura del consumidor: Un análisis de la publicidad en televisión," Estudios Gerenciales, Universidad Icesi, August.
    • Handle: RePEc:col:000129:004138
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