Análisis de la publicidad no tradicional en las ventas de las empresas concesionarias automotrices del sector norte de Quito en el periodo 2018-2019

Abstract

The Ecuadorian automobile industry has been one of the most important revenue generators in the country; in recent years it has had a variable behavior in the market due to the political and economic situation, by the end of the era of the government of former President Rafael Correa, the high level of unemployment, the decrease of the economy and the consequent loss of income due to the collapse of the price of the barrel of oil. Faced with all these difficulties, car dealers were forced to adopt new strategies and tactics to reach consumers using traditional and non-traditional advertising as tools, taking advantage of the mass of ATL media and the low costs per contact granted by these types of advertising resources. These changes have been reflected in a very variable way among companies that apply such tools correctly or not. Despite the drop in sales in this sector between 2018 and 2019; it is important to mention that there is the exceptionality in companies like MAZDA and Toyota, companies with experience and market knowledge, which has enabled them not only to sustain themselves but also to increase their sales significantly on the market. In addition, to measure the results provided by the implementation of these tools, it is worthwhile to describe how the use of marketing metrics beyond the management systems used by this business sector, would make it possible to determine whether the marketing strategies applied make it possible to generate the desired results Non-traditional advertising turns out to be a very important tool for companies that seek to have better results on management and contact with consumers, as it builds an emotional relationship between the product or the message they want to give out, as long as it is well designed and applied; allowing to meet the set objectives and achieving the exceptive on sales and revenues.