Resumo

CEVALLOS DELGADO, María Daniela; LIMONTA MAS, Rauny Javier  e  DUENAS ESPINOZA, Francisco Xavier. ANALYSIS OF THE ADVERTISING SERVICES DEMANDED BY PUBLIC AND PRIVATE COMPANIES OF THE CITY OF PORTOVIEJO. Revista San Gregorio [online]. 2017, vol.1, n.19, pp.88-101. ISSN 2528-7907.

The present research work seeks to analyze which advertising services public and private companies of the city of Portoviejo demand from advertising agencies. To comply with the stated purpose, a literature review was conducted to conceptualize the scope of the publicity and to establish the services that an advertising agency should offer within its portfolio. In addition, a mixed-approach research (both quali- and quantitative) was developed, in which surveys were applied to the representatives of the advertiser companies, and in-depth interviews, to the owners/managers of the local advertising agencies. The results of the study supported the idea that surveyed companies were not properly demanding advertising services in the city; and that advertising agencies had rather specialized profiles, although their main services are not inherent to their concept.

Palavras-chave : advertiser company; agencies; advertising services; Portoviejo.

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