Diseño gráfico publicitario

Permanent URI for this collectionhttp://repositorio.uta.edu.ec/handle/123456789/7523

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Subject: search.filters.subject.NEURODISEÑO

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    La Neuropublicidad en la industria comercializadora de gorras y sombreros en Tungurahua
    (2024-08) Martínez Núñez, Pablo Andrés; Tibán Perdomo, Galo Álvaro
    La Neuropublicidad al comprender estudios sensoriales y neuronales, conduce todo su análisis y experimentación a los sentidos buscando como respuesta el comportamiento cerebral de un grupo de personas ante estímulos publicitarios, debido a esto empresas y marcas utilizan diversas técnicas como puede ser una paleta de colores conforme a las preferencias del consumidor o un aroma que identifique a un producto y que con solo percibirlo sea de inmediato reconocimiento. El objetivo de esta investigación es determinar la influencia de la Neuropublicidad y lo relevante que puede llegar a ser en el potencial crecimiento de una emergente marca de gorras y sombreros de Ambato, ciudad que es un motor productivo de la provincia de Tungurahua y del país. ¿Puede su aplicación aumentar las probabilidades de venta, fidelización o reconocimiento? Mediante este estudio se busca recopilar toda la información posible para elaborar un modelo de aplicación de Neuropublicidad para pequeñas y medianas empresas de carácter textil y analizar la eficacia de cada una de las técnicas que han hecho de esta disciplina una verdadera arma de persuasión.
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    El neurodiseño como aporte en la retención académica de la Universidad Técnica de Ambato
    (Universidad Técnica de Ambato. Facultad de Diseño y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-09) Barona Zamora, Diana Rebeca; Pilamunga Poveda, Efraín Marcelo
    Design is a way to solve both social and commercial problems, the present research addresses the problem of university academic desertion, which appears not only in the Technical University of Ambato (Universidad Técnica de Ambato in Spanish or UTA), but also in various institutions worldwide and is constituted by several factors that affect each one of the careers according to the social, political and economic context of both the student and the institution. In the present investigation it was possible to define that the main cause that affects the Faculty of Design and Architecture is the lack of vocational guidance and academic misinformation causing dissatisfaction with the selected profession, which has a distortion of expectations about careers so through the first academic cycles, led by demotivation, they decide to defect. Determined the main cause of desertion, Design and Neuroscience take center stage in order to strengthen the communication systems of the University regarding the academic offer to contribute to the retention of students, taking the user as the main object of analysis, since its behavior, emotions, perceptions and motivations are the key essence on which Neuromarketing and Neurodesign found their bases and determine their success. An investigation was carried out among students who are about to enter to a university and have the need to know the relevant information that will influence the choice of their profession; collecting important data such as the information channels they use and their motivations, which allowed generating effective communication strategies with the academic offer by using sensory and emotional impact through the use of Neurodesign methodologies.
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    El Neurodiseño como aporte al posicionamiento de la empresa Tecnoalarma en la ciudad de Ambato.
    (Universidad Técnica de Ambato. Facultad de Diseño, Artes y Arquitectura. Carrera de Diseño Gráfico Publicitario., 2019-01) Aldás López, Astrid Madelaine; Pilamunga Poveda, Marcelo Efraín
    Ambato, known for its entrepreneurial people, has stood out as a commercial city for several years, for this reason it is beneficial to raise new positioning strategies for companies and micro-companies that need to be highlighted above all companies. This research project is based on the importance of neuroscience in the design process, thanks to neuro-design a new paradigm comes from. It is necessary to point out that this problem focused on brand acknowledgement. That is, through the stimulation by the senses generating behavior and emotions in people in order to achieve the remembrance and identification of the brand. However, research has focused on the use of emotions, as the main reason for developing a proposal based on a sensory experience, to bring clients and the brand together through the stimuli which generates reactions or emotions in each human being. On the other hand, the surveys carried out on families (fathers and mothers between 30 and 50 years) and the interview obtained by professionals in different areas of Design, Advertising, Psychology and Neuropsychology were of vital importance across the research. Therefore, within the research to perform a neuro-design analysis is planned, according to Cabrera M. (2004) "the neuron transmits all information, depending on the influences it receives, and after a synthesis decides or not to respond to stimuli " because of this, today seek is to propose new design strategies that allow positioning a company within a target audience through an analysis where results are public behaviors or reactions against a design brand, this is through the appropriate strategies applications that help to improve the image and perception of a company, reaching a preferential place over the competition.