CONSTRUCTION PROCESS OF COMMUNICATION INSIGHT INTO A BRAND OF “NATIONAL” SODA
Keywords:
Communication, Insight, advertising, millennials, semiotics, social networks.Abstract
In researching the use in advertising of the brand of soda ‘Inca Kola’ messages or insights relating to the meaning of ‘Peruvians’ is studied; messages built from symbols and ‘cultural’ qualities of youth called millennial generation, caractrizada by the use of social networks. To this end, an analysis of the results of two advertising campaigns on TV and internet. The research serves as a model for other studies on advertising and communications analysis, and connecting a product with the public through the use of appropriate insights into the reality of each social group.
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Copyright (c) 2016 José Ernesto Ventocilla Maestre Ventocilla Maestre
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Alma máter segunda época by Vicerrectorado de Investigación y Posgrado is licensed under a Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional License.
Creado a partir de la obra en http://revistasinvestigacion.unmsm.edu.pe/index.php/alma/index.
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