Influencia de las campañas publicitarias en el posicionamiento del Instituto Tecnológico Atlantic
Palabras clave:
Publicidad, Redes sociales, Posicionamiento, EducaciónResumen
Cada vez más se extiende el uso de las redes sociales no solo como forma de comunicación e información sino como vía de publicidad de los negocios. Estas se caracterizan por su bajo costo y alto poder de penetración e influencia. En esta investigaicón se parte de una caracterización general de las publicaciones relativas al uso de las redes sociales como medio de publicidad para posteriormente presentar los resultados de aplicar una metodología para la promoción de los servicios académicos del Instituto Superior Tecnológico Atlantic. A través de la aplicación de la metodología se logró dar a a conocer los servicios de la institución a más de 50 000 personas y se pudo establecer la existencia de un posicionamiento favorable de la institución respecto a varios de sus competidores en lo relativos a cuatro de los atributos establecidos como diferenciadores: costos, flexiblilidad de horario, duración del servicio y calidad.
Citas
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