<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2528-7907</journal-id>
<journal-title><![CDATA[Revista San Gregorio]]></journal-title>
<abbrev-journal-title><![CDATA[Revista San Gregorio]]></abbrev-journal-title>
<issn>2528-7907</issn>
<publisher>
<publisher-name><![CDATA[Universidad San Gregorio de Portoviejo ]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2528-79072017000200088</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[ANÁLISIS DE LOS SERVICIOS PUBLICITARIOS DEMANDADOS POR LAS EMPRESAS PÚBLICAS Y PRIVADAS DE LA CIUDAD DE PORTOVIEJO.]]></article-title>
<article-title xml:lang="en"><![CDATA[ANALYSIS OF THE ADVERTISING SERVICES DEMANDED BY PUBLIC AND PRIVATE COMPANIES OF THE CITY OF PORTOVIEJO]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Cevallos Delgado]]></surname>
<given-names><![CDATA[María Daniela]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Limonta Más]]></surname>
<given-names><![CDATA[Rauny Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Dueñas Espinoza]]></surname>
<given-names><![CDATA[Francisco Xavier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad San Gregorio de Portoviejo  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<volume>1</volume>
<numero>19</numero>
<fpage>88</fpage>
<lpage>101</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_arttext&amp;pid=S2528-79072017000200088&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_abstract&amp;pid=S2528-79072017000200088&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.senescyt.gob.ec/scielo.php?script=sci_pdf&amp;pid=S2528-79072017000200088&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El presente trabajo busca analizar los servicios publicitarios que las empresas públicas y privadas de la ciudad de Portoviejo, demandan de las agencias de publicidad. Para cumplir con la finalidad planteada, se realizó una revisión de la literatura que permitió conceptualizar el ámbito de la publicidad y establecer los servicios que una Agencia de Publicidad debe ofertar dentro de su portafolio, además se desarrolló una investigación con enfoque mixto (cuali - cuantitativa), aplicando encuestas a los representantes de las empresas anunciantes para complementarse con entrevistas en profundidad a dueños/gerentes de las agencias publicitarias locales. Los resultados obtenidos permitieron afirmar que las empresas investigadas no están demandando servicios publicitarios propiamente y que las agencias de publicidad tienen un perfil de agencias especializadas, aunque sus principales servicios no son inherentes a las agencias.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Estrategias, empresa anunciante]]></kwd>
<kwd lng="es"><![CDATA[agencias, servicios publicitarios]]></kwd>
<kwd lng="es"><![CDATA[Portoviejo]]></kwd>
<kwd lng="en"><![CDATA[advertiser company]]></kwd>
<kwd lng="en"><![CDATA[agencies]]></kwd>
<kwd lng="en"><![CDATA[advertising services]]></kwd>
<kwd lng="en"><![CDATA[Portoviejo]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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