Loading...
Please wait, while we are loading the content...
Similar Documents
Acciones del marketing para la promoción y creación de marca de artistas ecuatorianos
| Content Provider | Semantic Scholar |
|---|---|
| Author | Montoya, Danny Christian Barbery Dávila, Edward Francois Candell |
| Copyright Year | 2018 |
| Abstract | espanolLos musicos ecuatorianos buscan espacio en el mercado haciendo uso de diversos medios sin una estrategia de marketing previa, dando como resultado que solo algunos hayan logrado posicionarse en la mente del consumidor y menor aun el numero de musicos ecuatorianos que han logrado internacionalizarse de manera exitosa. La problematica radica en el desconocimiento de estrategias de marketing por parte del artista independiente y la falta de especialistas en el mercado que conozcan un modelo exitoso para alcanzar los objetivos que los artistas desean. Mediante un estudio exploratorio y concluyente descriptivo realizado a traves de 384 encuestas en seis diferentes universidades de Guayaquil y cuatro entrevistas a musicos nacionales se busco entender el uso de medios por parte del mercado potencial para dichos musicos. El principal resultado obtenido a partir de este estudio indica que los medios digitales se convierten en la mejor forma de contacto con el publico. Los autores establecen un modelo estrategico de comunicacion para asegurar resultados positivos en la carrera artistica de los musicos basado en tres herramientas del marketing que se presentan como pilares en la industria musical: personal branding, el plan de medios y la promocion. EnglishEcuadorian musicians seek space into the market by using different media without a prior marketing strategy; resulting in only, some have managed to position themselves in the mind of the consumer and even less the number of Ecuadorian musicians who have successfully internationalized. The problem lies in the ignorance of marketing strategies by the independent artist and the lack of specialists in the market who know a successful model to achieve the objectives that the artists want. Through an exploratory and conclusive descriptive study carried out through 384 surveys in six different universities into Guayaquil and four interviews with national musicians, an attempt was made to understand the use of media by the potential market for these musicians. The main result obtained from this study indicates that digital media becomes the best form of contact with the public. The authors establish a strategic communication model to ensure positive results in the artistic career of musicians based on three marketing tools that are presented as pillars in the music industry: personal branding, the media plan and promotion. |
| Starting Page | 43 |
| Ending Page | 58 |
| Page Count | 16 |
| File Format | PDF HTM / HTML |
| DOI | 10.30545/academo.2019.ene-jun.6 |
| Volume Number | 6 |
| Alternate Webpage(s) | http://scielo.iics.una.py/pdf/academo/v6n1/2414-8938-academo-6-01-43.pdf |
| Alternate Webpage(s) | https://doi.org/10.30545/academo.2019.ene-jun.6 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
