dc.contributor | van der Woude, David | |
dc.contributor | van der Woude, David [0000-0003-1682-9481] | |
dc.contributor | van der Woude, David [57204114134] | |
dc.creator | Valbuena Acuña, Diego Mario | |
dc.date | 2021-08-03T01:26:53Z | |
dc.date | 2021-08-03T01:26:53Z | |
dc.date | 2021-07-28 | |
dc.date.accessioned | 2023-08-29T19:11:56Z | |
dc.date.available | 2023-08-29T19:11:56Z | |
dc.identifier | http://hdl.handle.net/10726/4196 | |
dc.identifier | MDM / V139c 2021 | |
dc.identifier | instname:Colegio de Estudio Superiores de Administración (CESA) | |
dc.identifier | reponame:Repositorio Colegio de Estudio Superiores de Administración (CESA) | |
dc.identifier | repourl:https://repository.cesa.edu.co/ | |
dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/8514824 | |
dc.description | Las restricciones a la publicidad para la industria del cannabis legal suponen uno de los mayores obstáculos que enfrentan estas crecientes industrias en Colombia. Este trabajo busca alternativas encontradas desde la academía al obstáculo que supone dicha restricción para su desarrollo comercial, tiene un alcance documental y académico, donde se pretende encontrar la solución más cercana frente al problema que supone las restricciones a la publicidad en internet para el mercado legal del cannabis. El resultado de este ejercicio será un documento académico de utilidad para la Asociación Colombiana del Cannabis (Asocolcanna), el cual será entregado en las respectivas oficinas de la institución.
El objeto de esta investigación se centra en las alternativas del posicionamiento de empresas de cannabis colombiano en motores de búsqueda restrictivos en cuanto a su publicidad, por eso se evaluarán las alternativas hacia la publicidad en los motores de búsqueda que ya han sido catalogados como más efectivos que la alternativa de pagar por ello. Como en el mercado retail, donde la mayor parte del tráfico de usuarios en motores de búsqueda vienen del tráfico orgánico o natural, en vez del publicitado o pago (Bayer, De los Santos y Wildebeest 2015). | |
dc.description | 1. Introducción ; 2. Planteamiento del problema ; 3. Justificación ; 4. Objetivo general ; 5. Alcance y hallazgos esperados ; 6. Estado del arte ; 7. Desarrollo ; 8. Bibliografía. | |
dc.description | Magíster en Dirección de Marketing, CESA. | |
dc.format | 72 páginas | |
dc.format | application/pdf | |
dc.format | application/pdf | |
dc.format | application/pdf | |
dc.language | spa | |
dc.publisher | Colegio de Estudios Superiores de Administración - CESA | |
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dc.rights | http://creativecommons.org/licenses/by-nc-nd/4.0/ | |
dc.rights | info:eu-repo/semantics/openAccess | |
dc.rights | Abierto (Texto Completo) | |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | |
dc.subject | 659.144 Publicidad en medios digitales | |
dc.subject | Publicidad - Investigaciones | |
dc.subject | Marcas de empresas | |
dc.subject | Branding (Mercadeo) | |
dc.subject | Cannabis - Aspectos sociales | |
dc.subject | Percepción visual en publicidad | |
dc.title | Construcción de digital brand awareness en compañías de cannabis legal en Colombia, una revisión teórica del problema a sus potenciales alternativas. | |
dc.type | info:eu-repo/semantics/acceptedVersion | |
dc.type | Tesis/Trabajo de grado - Caso de estudio - Maestría | |
dc.type | http://purl.org/coar/resource_type/c_bdcc | |
dc.type | info:eu-repo/semantics/masterThesis | |
dc.type | http://purl.org/redcol/resource_type/TM | |
dc.type | http://purl.org/coar/version/c_ab4af688f83e57aa | |
dc.coverage | Bogotá, D.C. - Colombia | |
dc.coverage | 2020 | |