Bibliographic citations
Peña, A., (2018). Uso de un ídolo mediático en la campaña publicitaria “Cuando pienses en volver” del BBVA continental y su impacto en la percepción del público universitario joven en 2018 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/13908
Peña, A., Uso de un ídolo mediático en la campaña publicitaria “Cuando pienses en volver” del BBVA continental y su impacto en la percepción del público universitario joven en 2018 [Tesis]. PE: Universidad Privada del Norte; 2018. https://hdl.handle.net/11537/13908
@misc{renati/448061,
title = "Uso de un ídolo mediático en la campaña publicitaria “Cuando pienses en volver” del BBVA continental y su impacto en la percepción del público universitario joven en 2018",
author = "Peña Espinoza, Alejandra",
publisher = "Universidad Privada del Norte",
year = "2018"
}
This thesis analyzes the use of a media idol in the advertising campaign "Cuando Pienses en Volver" of BBVA Continental and its impact on the perception of the young university public in 2018. In the first chapter the advertising environment was described as media strategies and idols, the different ways of using the campaigns and also the growth that has been taking place or the concepts that have been used recently. The second chapter refers to the theoretical framework and the importance of the study of campaigns, because thanks to them you can create new content and / or improve old campaigns. In addition to helping with research in the aspect of finding campaigns where media figures are used to be the image of the campaign and turn around them. In the third chapter, the research design that was used, which was non-experimental of a transversal and descriptive nature, is required. Hand in hand with this design was developed observation guides, surveys and an interview with the Advertising Manager of BBVA Continental. In the fourth chapter, the results of the observation cards, surveys and an interview were analyzed to know if the hypothesis was correct. In the fifth chapter, we compared the answers to get relevant ideas and contribute to this thesis. In the sixth and last chapter, the conclusions reached with the study are presented. The general and specific objective of the thesis is answered; and the recommendations to improve the investigation were enunciated.
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