RI-UCM
Site where all the intellectual, scientific and academic production of the Catholic University of Manizales is administered, preserved and disseminated. Its organization in communities and collections, allows open access to consult and download documents of interest such as books, magazines, theses, articles, research projects, administrative documents and teaching support learning objects.
Learn More
Please use this identifier to cite or link to this item:
https://repositorio.ucm.edu.co/handle/10839/4178| Title: | La segmentación no es una tendencia |
| Authors: | Ceballos Holguín, Dahiana |
| Advisor: | Francisco Javier, Céspedes Valencia |
| Keywords: | Publicidad Consumidor Segmentación |
| Keywords: | Advertising Consumer Segmentation |
| Publisher: | Universidad Católica de Manizales |
| Abstract(esp): | La siguiente monografía explica porque la segmentación no es una tendencia y no es una moda, además el por qué pensar que lo es, lleva a tomar decisiones precipitadas y erróneas. También porqué la segmentación permite conocer detalles puntuales de los consumidores, logrando definir públicos objetivos; Esta cuenta con ciertas preguntas que permiten llegar al detalle que se busca, asimismo cuenta con cuatro categorías (conductual, geográfica, demográfica, psicográfica), las cuales se describen a mayor profundidad, con el fin de lograr un análisis potencial, igualmente se explica cuáles son las plataformas y formas correctas de uso para lograr impactos a gran escala. Generar filtros de comunicación para cada estrategia es necesario, no todos los consumidores perciben de la misma forma un mensaje, por esto se busca la mayor claridad sobre el receptor. |
| Abstract(eng): | The following monograph explains why segmentation is not a trend and it is not a fashion, as well as why thinking that it is, leads to making hasty and wrong decisions. Also why segmentation allows knowing specific details of consumers, managing to define target audiences; This has certain questions that allow reaching the detail that is sought, it also has four categories (behavioral, geographic, demographic, psychographic), which are described in greater depth, in order to achieve a potential analysis, it also explains which they are the right platforms and ways to use them to achieve large-scale impact. Generating communication filters for each strategy is necessary, not all consumers perceive a message in the same way, for this reason the greatest clarity about the receiver is sought. |
| URI: | https://repositorio.ucm.edu.co/handle/10839/4178 |
| Appears in Collections: | Publicidad |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| CeballosHolguinDahiana_2022_P.TG.pdf | Texto Completo | 1.26 MB | Adobe PDF |  View/Open |
This item is licensed under a Creative Commons License
