Communication determinants for the development of markets that target the young men of Villavicencio, Colombia
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1 décembre 2016
- handle: 10670/1.6umjgl
Ce document est lié à :
10.15665/re.v14i2.787
info:eu-repo/semantics/openAccess
Mots-clés
Communication segmentation hierarchy positioningSujets proches
Youngsters Young persons Young people Youths Young persons Young people Communication, Primitive Mass communicationCiter ce document
María Cristina Otero Gómez et al., « Communication determinants for the development of markets that target the young men of Villavicencio, Colombia », Encuentros, ID : 10670/1.6umjgl
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Résumé
This research aims to identify communication factors that help in the development of markets for young people. To accomplish this, we use instrumental variables that closely relate to communication with young people from Villavicencio: direct marketing, promotion, sales, public relations, advertising and digital media. Using SPSS, we present data in two blocks. The first corresponds to the analysis of all the young people in the city while the second makes a comparison between young people from low socio-economic level with those in medium to high levels.