Los insight y la publicidad emocional del Banco de Crédito del Perú Filial - Trujillo.

Abstract

The present research is to present the insight and emotional advertising Credit Bank of Peru subsidiary - Trujillo. The research problemrefers tothe question:What influencetheInsightin developingemotional advertisingCreditBankof Peru-TrujilloBranch?, Whosehypothesis is: TheInsightpositively influence thedevelopment ofemotional advertising, generatingemotional tiesthat reinforcethe favorable attitudetowards thecustomerCredit Bankof Peru-TrujilloBranch, highlightingasstudy variables: independent variable: theInsight, anddependent Variable:EmotionalAdvertising. Descriptive design was used, and the following methods: Deductive-inductive, analytic-synthetic and statistics. Thestudy populationconsisted ofcustomersof Credit Bankof Peruformedby individualsbetweenages 18and 65, who come tothe agencies thatare locatedin the city ofTrujillo, La Libertad department, fromwhich establisheda representative sampleof 380customers. Techniquewas usedasdata collectionsurveyandfocus group. Bythe resultswe can see thatthecommercialsCreditBankmake useof emotionsand feelingsto the heartsof customers, managing andmotivating themtopurchase a productseduce. Thisresearch reportconcluded thattheInsightitselfpositively influence thedevelopment ofemotional advertisingBankCredit, thereby generatingaffective tiesthat reinforcethe favorable attitude ofcustomers.