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INSTITUTO JUREZ-LINCOLN

BACHILLERATO

PUBLICIDAD

PRESENTA

DE SANTOS FLORES IAKI

CHOLULA, PUE. 6 DE OCTUBRE DE 2015

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NDICE

Captulo I Metodologa de la Ine!t"ga#"$n

1.1 Planteamiento el !"o#lema1.2 $%&ti'i(a(i)n1.* O#+etio1.- P"e%nta& e ine&tia(i)n

Captulo II Ma%#o Te$%"#o

2.1 Ante(eente&

B"&l"og%a'a

CAPTULO I( METODOLO)A DE LA IN*ESTI)ACI+N

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,(, Plantea-"ento del P%o&le-a

Se/n la "ei&ta a"etin Di"e(to3, en lo& /ltimo& a4o& &e a !"e&en(iao el

in("emento en la (antia e !%#li(ia %e &e e /ltimamente en la ma7o"8a e

lo& meio&.

Do& e la& (om!a48a& %e an a%mentao &% !%#li(ia &on Co(a9Cola 7

Pe!&i, la& (%ale& &on la& ma"(a& l8e"e& en enta e "e'"e&(o&. E&ta& o& ma"(a&

(om!iten !a"a o#tene" ma7o" (antia e (on&%mio"e& 7 an e(o !%#li(ia

%e a(e %e !a"a (om!"a" %n "e'"e&(o lo& (om!"ao"e& &e %8en en la !%#li(ia

&in (om!a"a"la (on el ot"o 7 &in &i%ie"a toma" %na o!ini)n !e"&onal (omo lo

m%e&t"a el Reto Pe!&i3, one !"%e#an 7 (om!a"an.

Co(a Cola 7 Pe!&i an e(o an%n(io& a t"a:& e lo& a4o& %e a'e(tan

%na a la ot"a i(ieno %e &% !"o%(to e& me+o" %e el ot"o, en lo& a4o& ;0 e"a

m%7 e

!"o%(to &im!lemente !o"%e &e ienti'i(a (on la !%#li(ia e la ma"(a 7 &e

%ele %na 8(tima e la !%#li(ia.

C%ano la !%#li(ia toma %n "an !a!el, (omo en e&te (a&o, e& ne(e&a"io

a" a (ono(e" %e la& !e"&ona& %e no &e e#en e+a" %ia" !o" la !%#li(ia naa

m=&, &ino %e tam#i:n &e tiene %e (om!a"a" (on i'e"ente& !"o%(to& 7 toma"

%na e(i&i)n !"o!ia.

,(. /u!t"'"#a#"$n

Se %ie"e ine&tia" e&te tema !o"%e a(t%almente la& !e"&ona& (om!"an al%na

ma"(a e "e'"e&(o !o"%e e& la m=& !o!%la" o !o"%e le& %&ta &% !%#li(ia &in

&i%ie"a (om!a"a"la (on la ot"a. Ho7 en 8a, Pe!&i9Cola t"ata e at"ae" m=&

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(om!"ao"e& i(ieno >Toa8a e"e& e lo& %e no (om!"an Pe!&i !o"%e e&t=n

(laao& (on la ot"a ma"(a?3.

Tam#i:n &e a a ine&tia" !o"%e e& %n tema e inte":& 7 !o"%e a'e(ta a

(a&i toa& la& !e"&ona&, 7a %e &e/n la "ei&ta Dine"o en Imaen3, la ma7o"8a(on&%me "e'"e&(o e &a#o" (ola 7 en &% "an ma7o"8a &)lo (on&%men Pe!&i9Cola

o Co(a9Cola.

Al "eali@a" e&ta ine&tia(i)n &e #%&(a %e la& !e"&ona& (on&%mio"a& e

"e'"e&(o &ean (on&(iente& e !o" %: "a@)n (om!"an 7 (on&%men la ma"(a e &%

!"e'e"en(ia 7 no &ean !"e&a& e la !%#li(ia.

La& !e"&ona& %e &e #ene'i(ia"=n (on e&ta ine&tia(i)n &on la& !e"&ona&

%e (on&%men %na e e&ta& o& ma"(a& e "e'"e&(o %e, &e intenta (om!"o#a",

&)lo la& (om!"an !o" !%#li(ia, (o&t%m#"e 7 no !o" %na e(i&i)n "a@onaa.

E&ta ine&tia(i)n e&t= i"iia a lo& (on&%mio"e& a %n niel lo(al, 7a %e

&olo &e ent"ei&ta"an a !e"&ona& e la (om%nia P%e#la (a!ital.

Pa"a "eali@a" la ine&tia(i)n &e "e%e"i"= %n la!&o e tiem!o e %n a4o, el

(%al a#a"(a"= el (i(lo e&(ola" 201592016.

,(0 O&1et"o!

O#+etio ene"al

Com!a"a" la !%#li(ia e Co(a9Cola 7 Pe!&i9Cola, &% in'l%en(ia 7 &% e'e(tiia

en la (om%nia e la (olonia i(ente %e""e"o en el a4o 201592016.

O#+etio& E&!e(8'i(o&

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Da" a (ono(e" (%=le& &on lo& 'a(to"e& e la !%#li(ia !"e&ente& en la&

(am!a4a& telei&ia& e !%#li(ia e Co(a Cola 7 Pe!&i Cola en el a4o

&e!tiem#"e 20159 ma"@o 2016 %e in'l%7en en %e (om!"en lo& !"o%(to&.

Inaa" &i la !"e&en(ia e m=& elemento& e la !%#li(ia en %na (am!a4a

telei&ia la a(en m=& o meno& e%: elemento& e la !%#li(ia e lo& o& !"o%(to& &on lo& %e llaman la

aten(i)n?

CAPTULO II( MARCO TE+RICO

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.(, Ante#edente!

Se/n la Real A(aemia e la Len%a E&!a4ola, la !%#li(ia e& %n (on+%nto e

meio& %e &e em!lean !a"a i%la" o e

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tt!&KK(omoin.'ile&.o"!"e&&.(omK200;K10Kante(eente&9e9la9!%#li(ia1.!!t el

2- e &e!tiem#"e e 2015.

200MJ.Gua de Consumo: Publicidad. :

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ERENDIRA, E":ni"a. 201*J. #e$rescos de cola % no retornables& los $avoritos de

los me'icanos. Dine"o en Imaen. :