Impacto de la publicidad emocional, en el posicionamiento de la marca OREO en el mercado de la ciudad de Quito

Abstract

Abstract: This research aims to: analyze whether emotional advertising is a strategy that impacts the attitude of Ecuadorian consumers to choose Oreo cookies as a food product. Its approach is descriptive and is based on the application of an emotional marketing and advertising strategy that uses the subjectivity of love, loyalty, happiness and others to establish a connection between the consumer and the Oreo brand. This emotional link is the competitive success against other cookie brands, which also generates an attitude of pleasure in the customer when they buy the product. The methodology used carried out a survey of 205 consumers and a focus group, the results of which indicated that 83% feel joy, tenderness, nostalgia and other emotions when they consume these cookies and 90% claim that the advertising of this brand has had an impact on the purchase these cookies. The final conclusion of this study says that: emotional advertising improves sales and keeps the brand in the market, generates loyalty and affects the willingness to purchase.