El sistema de marketing de la publicidad infantil y su repercusión comercial en la sociedad consumista de la provincia de Manabí. Periodo 2002-2006

Abstract

He Publicity completes the objective of to take place and to persuade, that which has great importance in the initial stage of a product category since this believes the primary demand, and in the commercial environment of the county of Manabí of this given by the conditions of the markets in those that the buyers and the salespersons establish the prices and they exchange goods and services. At the same time that he/she tries to inform, to persuade and/or to remember of the patrons and of their products; it can also bother us, to alienate us, to insult us and to have other undesirable consequences. Some organizations owe their success a lot to the Publicity. The results of the present investigation, determined that the influence level that it exercises the infantile publicity in the public consumer, it is important, since in the surveys to the managers, 60% of it uses it children in the publicity due to their activity and quality. 91,67% of the public consummated has bought some product induced by the infantile publicities that are promoted in the different means. Meanwhile 8,33% has not made it, that which shows that the publicity has become a half commercial one practically, in this case the children that have charged the respective fame in this activity. It was evidenced that 60% of the managers established to agree that an ethical regulation that regulates the work of the children in the publicity and the marketing systems applied in Manabí exists. It could settle down that the publicity in the different advertising means in Manabí, uses children it influences especially with more frequency in the public consumer's mind of women and children, inducing them to lean to the product that they publish with commercial ends, it established this way it 60% of the interviewed users.