Citas bibligráficas
Cardoso, J., Matias, L., Rayme, A., Rodriguez, M. (2023). “McCrispy es para los que se atreven”: desarrollo de campaña publicitaria para el producto “Pollo McCrispy“, de la marca McDonald's [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/25041
Cardoso, J., Matias, L., Rayme, A., Rodriguez, M. “McCrispy es para los que se atreven”: desarrollo de campaña publicitaria para el producto “Pollo McCrispy“, de la marca McDonald's []. PE: Pontificia Universidad Católica del Perú; 2023. http://hdl.handle.net/20.500.12404/25041
@misc{renati/531548,
title = "“McCrispy es para los que se atreven”: desarrollo de campaña publicitaria para el producto “Pollo McCrispy“, de la marca McDonald's",
author = "Rodriguez Huacanca, Maria del Rosario",
publisher = "Pontificia Universidad Católica del Perú",
year = "2023"
}
The purpose of the research carried out was to develop an advertising campaign for the McDonald's brand with the aim of promoting mass consumption of its McCrispy chicken product. In order to faithfully fulfill the stated objective, this research is part of the so-called bibliographic research designs. Likewise, the study is based on the research method with a mixed approach due to the fact that surveys and in-depth interviews were applied to a representative homogeneous sample of men and women between 18 and 40 years of age, regardless of their socioeconomic level. The results found that were relevant for the elaboration of the present investigation were the following: McCrispy chicken is the least tested of the fast food category, the competition (KFC) has the best perception of the Peruvian consumer and that Peru is a country with high levels of mistrust. Based on the information collected in conjunction with the “La Pepa“ methodology to find creative concepts, the advertising campaign “McCrispy is for those who dare“ was established. This concept seeks to promote mass testing through the excitement obtained by trying something new and that the result is satisfactory. This campaign will last 5 months with a budget of 200 thousand dollars. This budget was divided into digital media (Facebook, Instagram, YouTube, TikTok and Spotify), ATL (TV, OOH) and BTL. In these media, the principles of the campaign are reflected, which resulted in a consistent campaign that generates connection with the target audience.
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