Diseño de una campaña de comunicación mix de Marketing para el programa de Educación e Interpretación Ambiental Provincial del Gobierno Autónomo Descentralizado de Chimborazo

Abstract

The present research had a target to design a mix communication campaign of marketing for the program on educational and provincial environmental interpretation of the Autonomous, Decentralized Government of Chimborazo whose public target are the children who study basic education in the Chimborazo Province, the studied universe is 2492 participants a stratified and proportional method is applied how sample as result from 333 interviewed which were applied in the different districts of the province. The results from the diagnostic involves the micro and macro environment; a field work was applied, the following results were obtained: The lack of exclusive informative advertising for children and general population, the need for greater inclusion of teachers in the development of environmental projects, inefficient transmission of environmental information to children, the use of television as means of media. IIt is recommended the application of the proposals to capture the attention of children; the delivery of materials children; the delivery of materials children’s daily use in educational institutions which help the management, the interpretation and conversation of natural resources and care of environment, the delivery of didactical material for teachers and the publication of a website as means of reaching the general publics as the most relevant.