Publicidad atl y su impacto en el comportamiento del consumidor en Manta. Caso específico: Yanbal

Abstract

In this article, it is known about ATL advertising, and the means used to reach its target audience, on the other hand, consumer behavior is investigated, helping to know the emotions and brand preferences, to know the effectiveness of this research. A survey of 21 questions on a Likert scale was conducted with 63 consumers, showing a favorable effectiveness of 0.881, which is applied in the SPSS program. The collection of information was achieved through the personnel of the Yanbal company, in which 46 directors, 5 delivery men and 12 people who are part of the diamond elite consultants were taken into account, and the use of a sample for convenience emphasize that this work aims to publicize the impact of ATL advertising and consumer behavior in the city of Manta.