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Construcción de digital brand awareness en compañías de cannabis legal en Colombia, una revisión teórica del problema a sus potenciales alternativas.

dc.contributor.advisorvan der Woude, Davidspa
dc.contributor.authorValbuena Acuña, Diego Mariospa
dc.coverage.spatialBogotá, D.C. - Colombiaspa
dc.coverage.temporal2020spa
dc.date.accessioned2021-08-03T01:26:53Z
dc.date.available2021-08-03T01:26:53Z
dc.date.created2021-07-28
dc.identifier.urihttp://hdl.handle.net/10726/4196
dc.description.abstractLas 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).spa
dc.description.tableofcontents1. Introducción ; 2. Planteamiento del problema ; 3. Justificación ; 4. Objetivo general ; 5. Alcance y hallazgos esperados ; 6. Estado del arte ; 7. Desarrollo ; 8. Bibliografía.spa
dc.format.extent72 páginasspa
dc.format.mimetypeapplication/pdfspa
dc.language.isospa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject.ddc659.144 Publicidad en medios digitalesspa
dc.titleConstrucción de digital brand awareness en compañías de cannabis legal en Colombia, una revisión teórica del problema a sus potenciales alternativas.spa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.subject.lembPublicidad - Investigacionesspa
dc.subject.lembMarcas de empresasspa
dc.subject.lembBranding (Mercadeo)spa
dc.subject.lembCannabis - Aspectos socialesspa
dc.subject.lembPercepción visual en publicidadspa
dc.identifier.localMDM / V139c 2021spa
dc.rights.localAbierto (Texto Completo)spa
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.description.degreenameMagíster en Dirección de Marketing, CESA.spa
dc.identifier.instnameinstname:Colegio de Estudio Superiores de Administración (CESA)spa
dc.identifier.reponamereponame:Repositorio Colegio de Estudio Superiores de Administración (CESA)spa
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.rights.creativecommonsAttribution-NonCommercial-NoDerivatives 4.0 International
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dc.type.localTesis/Trabajo de grado - Monografía – Maestríaspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdcc
dc.contributor.orcidvan der Woude, David [0000-0003-1682-9481]
dc.type.driverinfo:eu-repo/semantics/masterThesis
dc.type.redcolhttp://purl.org/redcol/resource_type/TM
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aa
dc.contributor.scopusvan der Woude, David [57204114134]


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