“La neurocomunicación como herramienta estratégica publicitaria de PYMES en el Ecuador”

Abstract

This academic article is a theoretical and analytical approach to the management of advertising and the impact it has on the clients of Pymes in Ecuador and how it contributes to its growth. Ecuador's Pymes have increased in recent years, becoming a part of the economy nationwide. The growth of Pymes occurs based on the income they earn. The growth and positioning of Pymes in the market depends on the advertising that is made to generate potential customers. Companies must be in constant innovation and creativity to keep their customers. Pymes need their professional service or product to reach people and sell, for this reason they seek to create new advertising strategies. With the digital era, Pymes have an advantage to be able to produce and expose their professional products and services, but at the same time this generates a high level of business competitiveness and knowing how to handle advertising tools helps establish a company's position in the market. For Pymes to obtain effective results in their advertising, it is necessary that they recognize the needs of customers, by incorporating neurocommunication, advertising strategies can be improved and a greater impact on customers can be achieved. With the emergence of this new discipline, the world of advertising can be revolutionized, obtaining better results and producing a great increase in sales of products and services offered in the market.