ESTRATEGIAS DE POSICIONAMIENTO BASADAS EN LA CULTURA DEL CONSUMIDOR: UN ANÁLISIS DE LA PUBLICIDAD EN TELEVISIÓN (Article published in Spanish)

Authors

  • Eduardo Torres Moraga Doctor en Economía y Gestión por la Universidad de Zaragoza (España) e Ingeniero Comercial por la Universidad del Bío-Bío (Chile). Docente e Investigador de Marketing en la Universidad de Chile (Chile).
  • Cristian Muñoz Navarro Ingeniero Comercial y Licenciado en Ciencias Administrativas por la Universidad del Bío Bío (Chile). Ejecutivo Comercial del BancoEstado (Chile). Ha sido profesor en las cátedras de Estrategia y Marketing en la Universidad de la República y en la Universidad del Bío-Bío.

Keywords:

Culture, image, brand, positioning, advertising

Abstract

The current paper analyses the different cultural positioning strategies that can be communicated through television advertising. The main focus of the analysis is which of these positioning strategies (global, foreign and local) is the one most currently used by brands advertised in Chile in general, and regarding different product categories. The research undertaken demonstrates that each of these three types of strategies has a sufficiently strong identity that may allow them to be used individually for positioning a brand through the television media. It also shows that a considerable number of brands use a global positioning stance while fewer use foreign and local types of positioning.

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Published

2006-09-30

Issue

Vol. 22 No. 100 Jul-Sep 2006

Section

Research articles

License

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How to Cite

ESTRATEGIAS DE POSICIONAMIENTO BASADAS EN LA CULTURA DEL CONSUMIDOR: UN ANÁLISIS DE LA PUBLICIDAD EN TELEVISIÓN (Article published in Spanish). (2006). Estudios Gerenciales, 22(100), 71-82. https://www2.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/200