Publication: Mercadeo con cuadernos universitarios. Caso: Cuaderno Ulink
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Abstract in english
This paper is divided in three principal chapters. The first one give the reader a general introduction about traditional advertising and non traditional advertising, about the trend of free love and about the example of free notebooks for the university students as a innovative advertising channel for companies, which target is the young people between 18 and 24 years. In the second part the results of different techniques in investigation will be presented and analyzed. At the end Ulink S.A.S. will have conclusions and recommendations to implement with the clients and have more and better argument to commercialize the advertising spaces along the notebook. These results are based in the investigation made with the students and some companies which are part of the project.
Abstract in spanish
El presente trabajo se divide en tres partes fundamentales. Inicialmente introduce al lector en la información general de medios publicitarios convencionales y no convencionales en las empresas que, financiadas en publicidad, prestan servicios gratuitos y regalan objetos valiosos a sus consumidores, y en los cuadernos como un medio de éstos en específico. En segundo lugar, se presentan los resultados y análisis de las diferentes técnicas de investigación implementadas en el proyecto, encuestas, entrevistas y sesiones de grupo. Finalmente se presentan las conclusiones y recomendaciones basadas en los resultados y análisis, que le permitirán a la compañía Ulink S.A.S. exponerse ante sus clientes con más argumentos y mayor credibilidad.