Proyecto de implementación de una agencia de publicidad no tradicional en la ciudad de Guayaquil

Abstract

This project is a summary of a feasibility study with the purpose of start up a Non-traditional advertisement agency in Guayaquil. The Non-traditional advertisement or BTL (Below the line) is a marketing technique that involves the use of different ways of non-massive communication directed to specific market segments and characterized for the creativity. Most of the advertisement agencies in Ecuador want to advertise in traditional media like TV, press, radio or Internet and develop the BTL advertisement like extra work, due to the wrong idea that their investment runs more risk. The service offered is directed to two kinds of customers: common people, who manage their own business or bring professional service, and companies or corporations, which work under higher production policies through the different business sectors. The Market Research carried out includes most of the necessary facts in order to weigh up the feasibility of the project: preferences, buy and investment intention, satisfaction and so on. The financial study includes a complete report about the equipment and investment required to establish the agency.