Integral marketing and public relations communication process in the commercial sector of Tungurahua

Abstract

Traditionally, the different agents involved in the communication process have operated in a relatively competitive sector. In which most of the communication budget has been allocated primarily to conventional mass advertising. In view of this, it is important to carry out an in-depth analysis to determine the type of media to be used to effectively reach the target audience with the message, thereby breaking the indiscriminate use of mass media. The research will be quantitative of a descriptive nature, because it is intended to determine the important factors that must be measured for the analysis of public relations in the commercial and quantitative descriptive sector because quantifiable information will be collected to be used in the statistical analysis. The present work has as main objective to analyze the marketing from a perspective of necessity, making available to the public a product or service that satisfies it in a manner, form, time, price and the appropriate channel in a profitable way, advertising, creating info- commercials that convey a message, a benefit and convince the public about the product, and finally, public relations that has the purpose of interacting with the market and society in general.