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7/23/2019 Plan de Investigación Anabólicos Final
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FACULTAD DE CIENCIAS DE LA
COMUNICACIÓN
Tema:
“CAMPAÑA DE CONCIENTIZACIÓN A LOS JÓVENES ADOLESCENTES RESPECTO AL USO EXCESIVO
DE LOS ANABÓLICOS”
AUTORES:
ALGOL AYMA, SHAMIR
FERRUZO, PABLO
MEJÍA PÉREZ, CINTHYA
MORY ASENCIOS, YUUIE
VERA MERCADO, ANA LUCIA
CURSO:
TALLER DE DISEÑO Y EVALUACION DE ESTRATEG!COMUNICACIONALES
ASESOR:
LLONTOP CESPEDES, RODRIGO
LIMA " PERU
INTRODUCCIÓN
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PLAN DE COMUNICACIÓN2
E# $%&'&()& *+-.&()+ +%%&'$+(*& / #/ “Campaña de Concientización a los
jóvenes adolescentes respecto al uso excesivo de los Anabólicos”,
&#/0+%/*+ $+% la Municipalidad de Lima Met!p!litana, )&(1&(*+ +.+ +02&)13+
'&('101#14/%, 1(5+%./% 6 )%/('.1)1% &# .&('/2& / #+' 273&(&' /*+#&'&()&' '+0%& #+'
&5&)+' *&# -'+ &8&'13+ *& A(/07#1+'!
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;%/( &'/#/! L/ ./6+%:/ *& #/' $&%'+(/' <-& +('-.&( A(/07#1+', &' $/%/
1.$%&'1+(/% +( -(/ (-&3/ 1./;&(, #/ -/# +0)&(&.+' / +')/ *& #+ <-& '&/, '+#+
$/%/ #+;%/% '&% /#;+ <-& '& '-&=/, $&%+ #+ <-& (+ '/0&.+', &' &# +')+ *& &')/
(-&3/ 1./;&(, &# $%&1+ <-& '& $/;/ &' .-6 /%+! L+' &')&%+1*&' /(/07#1+'
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<-& &# -'+ *& &')/' '-')/(1/' $-&*& $%+3+/% -(/ $>%*1*/ “/)/')%751/” *&
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1(6&)/%'&, &)!
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PLAN DE COMUNICACIÓN3
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"NDICE
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PLAN DE COMUNICACIÓN4
P+%)/*/
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Cap#tul! I! H1')+%1/
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! L/' A1+(&'
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Cap#tul! I$
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PLAN DE COMUNICACIÓN5
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CONCLUSIONES
BIBLIOGRAFÍA
ANEXOS
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PLAN DE COMUNICACIÓN6
Capítulo I
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PLAN DE COMUNICACIÓN7
'1( $%&'%1$17( .>*1/! S& $-&*& (+)/% #/ 3&()/ *& #+' /(/0+#14/()&' &( USA '&
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PLAN DE COMUNICACIÓN8
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PLAN DE COMUNICACIÓN9
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PLAN DE COMUNICACIÓN10
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+()%+3&%)1*/' 6 /.$#1/.&()& -)1#14/*/' $/%/ 1(%&.&()/% &# %&(*1.1&()+ *&$+%)13+
6K+ #/ /$/%1&(1/ 5:'1/! L/ %&1&()& *1'$+(101#1*/* +.&%1/# *& ;&#&' *&
)&')+')&%+(/ 1(%&.&()/ #/' $%+0/01#1*/*&' *& <-& .@' 1(*131*-+' 6K+ *&$+%)1')/'-)1#1&( &')/' '-')/(1/' &( &# 5-)-%+! L/' 1.$#1/1+(&' >)1/' 6 #&;/#&' *& #/
-)1#14/17( *& 9+%.+(/' &( #+' *&$+%)&' $/%/ /-.&()/% &# %&(*1.1&()+ '+( #/%/'
(+ &' >)1+ (1 #&;/#!
S1( &.0/%;+, '+( .&(+' #/%/' #/' 1.$#1/1+(&' .>*1/' <-& %+*&/( /# -'+ *&
&')&%+1*&' /(/07#1+' $/%/ .&2+%/% #/ /$/%1&(1/ + &# %&(*1.1&()+ *&$+%)13+! S&
%&<-1&%& *& ./6+% 1(3&')1;/17( '+0%& &')/' '-')/(1/' $/%/ )&(&% -(/ .&2+%
+.$%&('17( *& #+' /)%10-)+' (&;/)13+' 6 $+'1)13+' *& #/' .1'./'! E# $%+$7'1)+ *&&')/ $%&'&()/17( &' &# *& $%+$+%1+(/% -(/ 31'17( ;&(&%/# *&# -'+ *& #+'
&')&%+1*&' /(/07#1+' $/%/ .&2+%/% &# %&(*1.1&()+ 6K+ #/ /$/%1&(1/ 5:'1/! A':
+.+ *1'-)1% #+' &5&)+' +#/)&%/#&' (&;/)13+' 6 %1&';+' ;&(&%/#&' /# -)1#14/% &')+'
/;&()&'!
E( #/ /)-/#1*/*, '- -'+ '& &')@ &8)&(*1&(*+ .@' /##@ *&# @.01)+ *&$+%)13+, 6 '-
+('-.+ '& 9/ /$%&1/*+ &( 1%-(')/(1/' (+ %&#/1+(/*/' +( &# &2&%11+, '1(+
+.+ *%+;/ *& /0-'+, / .&(-*+ +( 51(&' &')>)1+', $/%/ .&2+%/% #/ 1./;&(+%$+%/# + $/%/ '-$&%/% $%-&0/' 5:'1/' '&#&)13/'!
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PLAN DE COMUNICACIÓN11
%&9 Situaci+n Actual
E(Salud: C!n(um! de ana)+lic!( !ca(i!na c!nducta( 2i!lenta( 5acia la
paea
E')/' '-')/(1/' +/'1+(/( +(*-)/' 31+#&()/', *&$%&'17(, 1('+.(1+, -/*%+' *&
$'1+'1', *%1+, /;%&'17( & 1(#-'+ +(*-)/ 9+.11*/ 6 '-11*/!
E# S&;-%+ S+1/# *& S/#-* E'S/#-* /*31%)17 <-& &# +('-.+ *& A(/07#1+' $/%/
&# 1(%&.&()+ *& ./'/ .-'-#/%, +.+ #+' <-& -)1#14/( 1&%)+' $&%'+(/2&' *& #+'
%&/#1)1&', $%+*-&( /#)&%/1+(&' &( #/ +(*-)/, 1(#-'+ #+' 3-&( 31+#&()+' +(
'-' $%+$1/' $/%&2/'!
C-/(*+ #+' 273&(&' &.$1&4/( / -'/% &')/' '-')/(1/' '& 3&( /.01+' &( '-
+(*-)/ 6 <-& &( &# /'$&)+ 51'1+#7;1+ '& /$%&1/ #/ /$/%117( *& /(>, /)%+51/
)&')1-#/% & 91$&%)%+51/ $%+')@)1/, &()%& +)%+'! S1( &.0/%;+ &81')& -(/ .+*/ $+%
$/%)& *& #+' 91+', <-& /9+%/ '& $%&+-$/( .@' $+% '- -&%$+ 6 0-'/( ./(&%/'
.@' 5@1#&' *& .&2+%/% '-' .?'-#+', 6 $+% &##+ -'/( #+' /(/07#1+' <-& /-'/(
;%/3& */=+ / #/ '/#-*!
E'S/#-* '&=/#/ <-& #+ 1.$+%)/()& &' <-& #/ 5/.1#1/ $&%10/ #+' /.01+'
+(*-)-/#&' 6 &# +('-.+ *& &')/' '-')/(1/' 6 <-& &# $/1&()& *&0& */%'&
-&()/ *& '- '1)-/17( $/%/ $&*1% /6-*/, $+%<-& &( &'& .+.&()+ '& $-&*&(
&(+()%/% +)%+' ':()+./' +.+ *&$%&'17( 6 /('1&*/* <-& $-&*&( '&% )%/)/*+' +(
.&*1/17( +.+ #+' /()1*&$%&'13+' 6 $'1+)&%/$1/!
%&; Tendencia de Mecad!
D1(@.1/ *& #/ *&./(*/ &( )+*/' #/' 1-*/*&' 1(3&')1;/*/' L1./, C-'+ 6T%-21##+ #/' *%+;/' 1#&;/#&' .&(1+(/*/' $+% #+' &()%&31')/*+' +.+ #/' *& ./6+%
+('-.+ '+( #/ ./%19-/(/, &# #+%91*%/)+ *& +/:(/, #/ $/')/ 0@'1/ *& +/:(/ 6
&# >8)/'1'! E( T%-21##+ 6 C-'+ '& .&(1+(/ &# LSD, +.+ $/%)& *& #/' '-')/(1/'
<-& '& +('-.&( &( *1'+)&/' 6 51&')/' &#&)%7(1/'! E( &# /'+ *& #/'
'-')/(1/' '1()>)1/', (+ '7#+ '& *&0& 9/0#/% *& >8)/'1', #+' &()%&31')/*+' *& L1./
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PLAN DE COMUNICACIÓN12
6 C-'+ %&51&%&( +(+&% *&# +('-.+ *& .&)/(5&)/.1(/ “%1')/#”, &)/.1(/ +
&)/#/%, GHB + “31+#/ 5@1#”, LSD, *&# .1'.+ .+*+ <-& #+' $%+5&'1+(/#&'
&()%&31')/*+' &( #/' )%&' 1-*/*&' ./)&%1/ *&# &')-*1+, <-1&(&' / '- 3&4 /;%&;/( /
#/ #1')/ #+' /(/07#1+' &')&%+1*&' 6 /(5&)/.1(/'! P/%/ #+' &()%&31')/*+' *& L1./, *&
&')& +(2-()+ *& '-')/(1/' &# >8)/'1' %&'-#)/%:/ '&% #/ .@' +(+1*/ 6 +('-.1*/
&()%& #+' /*+#&'&()&' 6 273&(&'!
Capitulo II
/&% Re(umen eecuti2!
/&%&% Mic! - Mac!
Mic!ent!n!
Mecad!: (+' &(+()%/.+' /()& -( .&%/*+ &( &# <-& #/ /.$/=/ '& *1%1;&)/()+ / 273&(&', .&*1/()& /31'+' $-0#11)/%1+' 6 &')%/)&;1/ *& .&*1+ *+(*&$+*/.+' +(1&()14/%#+' *&# $%+0#&./ <-& )1&(&( *& -( /0-'+ *1'%1.1(/*+ *& #+'/(/07#1+'!
4!2eed!e(
E.$%&'/' /.&%1/(/', &8$+%)/*+%/' *& &')+' 1('-.+' + &.$%&'/' $&%-/(/'1.$+%)/*+%/' *& &')/', &# (?.&%+ *& &')/' '& 9/( 1(%&.&()/*+ *&01*+ / #/')&(*&(1/' *& #+' 273&(&' +( '&;-1% -( &')&%&+)1$+ *& .+*&#+' *& )&#&31'17(
9))$QKK&')&%+1*&'$&%-!+.K
Cliente(
S&;?( &# $%+6&)+ *& I(3&')1;/17( 6 &')/*:')1/' &#&;1.+' +.+ $?0#1+ /
273&(&' /*+#&'&()&' *& 6 /=+'! R&+%*&.+' <-& #/ /.$/=/ &')@&(5+/*/ &( &')& '&;.&()+ *&01*+ / <-& &# $%+0#&./ $%1(1$/# &' <-& 9//-.&()/*+ &# -'+ *& &')+' $%+*-)+' &( &')& $?0#1+!
C!mpetid!e(
E( &# P&%? +.+ #/ 3&()/ &' '1( %&')%117( 6 -/#<-1&%/ $-&*& 3&(*&%#+' '1( &#*&01*+ +('&()1.1&()+ *& &')/'!
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PLAN DE COMUNICACIÓN13
Mac!ent!n!
Ent!n! Dem!<6ic!
L/ 3&()/ 1(*1'%1.1(/*/ *& &')+' $%+*-)+' &' &( )+*+ &( P&%? '1( %&')%11+(&'
Ent!n! S!ci!cultual
E( /-.&()7 &( &# +('-.+ *& 9+%.+(/' ./'-#1(/', +.+ /(/07#1+'6 &')&%+1*&'
Ent!n! 4!l#tic!
S+( +('&;-1*+' $+% %&&)/' .>*1/' + &')/0#&1.1&()+', '1( (1(;-(/ %&')%117(*& /-&%*+ / #&6!
Ent!n! leal
A#;-(+' &')&%+1*&' $-&*&( '&% #&;/#&' &( /#;-(+' $/:'&', $&%+ $-&*&( (+ '&%#+'&( +)%+'! A'1 $-&', #/ #&;/#1*/* *& &')&%+1*&' #&;/#&' $-&*& 3/%1/% *& -( $/:' /+)%+!
L/ #&6 *& E')/*+' U(1*+' $%+9:0& #/ $+'&'17( *& &')&%+1*&' /(/0+#14/()&' '1($%&'%1$17( .>*1/ #&;/#, 1.$+(1&(*+ $&(/' ;%/3&' <-& 1(#-6&( .-#)/' 6K+&(/%&#/.1&()+ $/%/ /<-&##+' <-& &( 31+#/% *19/' #&6&'! B/2+ #/ 1(5#-&(1/ *&#+' +511/#&' *&# ;+01&%(+ *& #+' EE!UU!, .1&.0%+' *& #/ A;&(1/ M-(*1/# A()1D+$/2& ADA $+% '-' '1;#/' &( 1(;#>' 6 #/ %:)1/ $?0#1/ <-& 9/ '&;-1*+ 3/%1+'
&'@(*/#+' *& *+$/2&, -( (?.&%+ %&1&()& *& $/:'&' 9/ '&-(*/*+ / #+' EE!UU!/# /*+$)/% '-' $%+$1/' #&6&' +()%/ #/ $+'&'17( *& &')&%+1*&' /(/0+#14/()&' 6+)%/' *%+;/' -'/*/' &( &# *&$+%)&! E( .-9+' /'+' '& 9/( *1)/*+ $&(/'%1.1(/#&' ;%/3&'! L/ '1;-1&()& '&17( *1'-)& *&)/##/*/.&()& 3/%1/' #&6&'(/1+(/#&' +(&%(1&()&' /# -'+ $&%'+(/# *& #+' &')&%+1*&' /(/0+#14/()&' 6 +)%/'*%+;/' %&#/1+(/*/'!
U(! en el dep!te
E( #/ $/%)& +.$&)1)13/ #+' &')&%+1*&' (+ '+( #&;/#&' $+% &##+ &81')& &# /()1*+$1(;, $/%/ $+*&% *&)&)/%#+', $&%+ '& 9/( %&/*+ 57%.-#/' $/%/*&'1()+81/% &# -&%$+ 6 <-& (+ '/#;/( &( #/' $%-&0/' /()1 *+$1(;, #+'*1'5%/4/, 6/ <-& &# +('-.+ *& &')&%+1*&' &' 1#&;/#!
U(! Medicinal
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PLAN DE COMUNICACIÓN14
L+' &')&%+1*&' /(/0+#14/()&' )/.01>( )1&(&( 1(*1/1+(&' .>*1/'! D&01*+/ '-' $%+$1&*/*&' /()1 /)/07#1/' 6 *& .&2+%/ *& #/ -)1#14/17( $%+)&1/, '&-)1#14/( &( &# )%/)/.1&()+ *& <-&./*+', &(/./*+' - +)%+' $/1&()&'*&01#1)/*+' $/%/ $%&3&(1% #/ /)%+51/ .-'-#/%!
Ent!n! Medi!am)iental
R&'$&)+ /# &()+%(+ .&*1+ /.01&()/# (+ /-'/( + */=/( &# .&*1+ /.01&()& &( ':,$&%+ #+ <-& '& &(+()%7 5-& <-& #+' /(/07#1+' '+( -'/*+' )/.01>( &( #+'/(1./#&' &'$&1/#.&()& #+' 0+31(+'!
U(! de ana)+lic!( en )!2in!(
C+.+ +('&-&(1/ *&# /-.&()+ *& $+0#/17( 9-./(/, *&0& /-.&()/%'&#/ $%+*-17( *& /#1.&()+' $%+)&:(1+' *& +%1;&( /(1./#! L+ /()&%1+% '& +(31&%)&&( -( %&)+ $/%/ )+*/' /<-&##/' $&%'+(/' <-& '& *&'&.$&=/( *&()%+ *&# /.$+ *&#/ $%+*-17( /(1./#, $/%/ 0-'/% )>(1/' <-& $&%.1)/( $%+*-1% ./6+% /()1*/**& /%(& $+% -(1*/* *& '-$&%511& 6 /#1.&()+ -)1#14/*+!
L+' /;&()&' /(/07#1+' '+( -(/ /#)&%(/)13/ $/%/ /%&&()/%#/ $%+*-17(, $-&''+( 9+%.+(/' <-& 1(5#-6&( &( #/' 5-(1+(&' .&)/07#1/' *&# /(1./#, .&2+%/(*+ �/#/(& *& (1)%7;&(+ &( &# +%;/(1'.+ 6 $+% +('1;-1&()&, 1(%&.&()/(*+ #/$%+*-17( *& $%+)&:(/ &( &# .1'.+! L/' .@' -'/*/' &( #/ ;/(/*&%:/ '+( #/'9+%.+(/' ;+(/*/#&' E')&%+1*&', ./'-#1(/' E')%7;&(+' 6 #/' <-& )1&(&(/)131*/* $%+ ;&')/1+(/#!
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PLAN DE COMUNICACIÓN15
/&%&/ F!da
FORTALEZAS.
- Dar a conocer a lo e!ero"#eana$%l"co.
& A'o(o al a#olecen!e'"col%)"co ( *+#"ca.
& Peronal cal",ca#o (ca'ac"!a#o.
& -enerar "n!er+ 'or la al#e*oc"onal #e ne!ra
/en!#.
OPORTUNIDADES
- La re#e oc"ale "n(enaora$le*en!e en ne!ra'ro'e!a.
& Con e!a ca*'aa lo)ra*ona "#a * ana 'ara la
/en!#.& eal!a*o el no*$re #e la
Mn"c"'al"#a# Me!ro'ol"!ana #eL"*a
DEBILIDADES
- Lo a#olecen!e !"enen 'ocaconcen!rac"%n.- No con!a*o con
'o"c"ona*"en!o en loec!ore $a/o.
AMENAZAS
& Poco "n!er+ 'or 'ar!e #e loa*"l"are #e lo a#olecen!e.& La ca*'aa e #earrollar en
eca cercana a laelecc"one 're"#enc"ale.
/&/ O)eti2!(
O)eti2! =eneal:
I(5+%./% / #+' 273&(&' *& L1./ M&)%+$+#1)/(/ '+0%& #+' %1&';+' *&# +('-.+ *&
&')&%+1*&'!
O)eti2!( E(pec#6ic!(:
! I*&()151/% #+' &5&)+' <-& $%+*-& &# +('-.+ &8&'13+ *& A(/07#1+'!! D1'&=/% &')%/)&;1/' 1((+3/*+%/' $/%/ *15-(*1% / )%/3>' *& #+' .&*1+'
*1;1)/#&' )+*+ #+ %&#/1+(/*+ +( A(/07#1+'!! B%1(*/% ./6+% 1(5+%./17( '+0%& #+' &')&%+1*&' A(/07#1+ / #+' 273&(&'
/*+#&'&()&' $/%/ <-& +(+4/( .@' /&%/ *& &')& )&./!
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PLAN DE COMUNICACIÓN16
/&7 Meta
> L#&;/% / )&(&% /'1')&()&' &( #/ /)13/17( &( &# C/.$+ *& M/%)& &# '@0/*+
*& ./%4+ *&# !
L+;%/% )%/('.1)1% & 1(5+%./% /# $?0#1+ +02&)13+ /&%/ *& #+' &5&)+' <-&
$%+*-& &# +('-.+ &8&'13+ *& A(/07#1+'!
/&9 Sementaci+n de 4?)lic! O)eti2!
S&;?( &# $%+6&)+ *& I(3&')1;/17( 6 &')/*:')1/' &#&;1.+' +.+ $?0#1+ /
273&(&' /*+#&'&()&' *& 6 /=+'! E# $#/( *& +.-(1/17( 3/ *1%1;1*+ / &')&
$?0#1+ $/%/ -.$#1% +( )+*+' #+' +02&)13+' $%+$-&')+' 6 $%&3&(1% &# +('-.+ *&
&')/ *%+;/ '1()>)1/!
Se8!: M/'-#1(+!
N&S&E: B 6 C!
Re(idencia: L1./ .&)%+$+#1)/(/!
Ocupaci+n: E')-*1/()&' *& '&-(*/%1/!
E(til! de 2ida:
S+( 273&(&' +( 0/2/ /-)+&')1./, $%+0#&./' 5/.1#1/%&' 6 )%/)/( *& 1.1)/% / -(
'&.&2/()& $/%/ -0%1% &'& 3/:+ 6 '&()1%'& '-$&%1+%&'! L&' /$/'1+(/ 2-;/% +
$%/)1/% -( *&$+%)& +( '-' /.1;+' + +.$/=&%+' *& #/'&'! S+( .@' $%+$&('+'
/ '&% ./(1$-#/*+' & 1(5#-&(1/*+' $+% #+ <-& +0'&%3/( &( '- &()+%(+ 6 #+' .&*1+'
*& +.-(1/17(!
Ine(!(: '+#&' / .&(+'!
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PLAN DE COMUNICACIÓN17
Capitulo III
7&% El Men(ae *1u3 deci.
“L+' 3&%*/*&%+' ;/(/*+%&' (+ +('-.&(”
E# $#/( *& +.-(1/17( '&%@ %/1+(/# 6 &.+1+(/# 6 0-'/.+' ##&;/%
/ #/ ./6+% $/%)& *& (-&')%+ $?0#1+ +02&)13+! N-&')%+ .&('/2& &' 1(5+%./% 6 */% /
+(+&% #/' *&'3&()/2/' 6 $%+' *&# +('-.+ *& &')&%+1*&'! A#&%)/% / #+'
273&(&' <-& 1()&()&( + &')@' +('-.1&(*+ #+' &')&%+1*&'!
P/%/ #/ 5%/'& *& (-&')%+ .&('/2&, (+' 0/'/.+' &( #/' $/#/0%/' *&# 0+8&/*+% *& #/
UFC!
“A?n ce! 6imemente 1ue el c!n(umi e(te!ide( e( paa la ente de mente
d3)il ! 1ue tienen in(euidade( de (# mi(m!& E(t<n intentand! llena un
2ac#!& L!( anad!e(, l!( 2edade!( anad!e(, n! la( c!n(umen”!
Chris Weidman
7&/ E(tateia( de Ma@etin
L/' &')%/)&;1/' <-& -)1#14/%&.+' &( &')/ /.$/=/ &')/%@( 0/'/*/ &( #/
$#/)/5+%./ *1;1)/# F/&0++ 6 #/ %&/17( *& -(/ $@;1(/ W&0! T/.01>( 9/%&.+'
-(/ /)13/17( BTL +( #/ +#/0+%/17( *&# 5-)0+#1')/ P/+#+ G-&%%&%+ 6 &#
0+8&/*+% J9+(/)/( M/1&#+ <-& '& 9/%@( &( &# /.$+ *& M/%)& &( &# *1')%1)+ *&
J&'?' M/%:/! T/.01>( '& %&$/%)1%@ '-3&(1%&' 6 .&%9/(*1'1(; $+% $/%)& *&# ')/55 *&
#/ M-(11$/#1*/* *& L1./!
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PLAN DE COMUNICACIÓN18
T!n! - lenuae:
E# )1$+ *& #&(;-/2& <-& 3/.+' -)1#14/% &' %/1+(/# 6 &.+1+(/#, 6/ <-& 0-'/.+'
##/./% #/ /)&(17( *& (-&')%+ $?0#1+ 6 / #/ 3&4 1(5+%./#&' '+0%& &# )&./ *&
/(/07#1+'!
7&7 La( Acci!ne(
C%&/17( *& -( F/( P/;& '+0%& #/ /.$/=/ “U(/ .&2+% 31*/ '1(
E')&%+1*&'” $/%/ $-0#1/% +()&(1*+ 1(5+%./)13+ 6 / 3&4 %&/)13+ $/%/ /$)/%
#/ /)&(17( *& (-&')%+ $?0#1+ <-& '+( /*+#&'&()&'! E( #/ $@;1(/ W&0 #+' /*+#&'&()&' $+*%@( %&;1')%/%'& 6 $/%)11$/% &( -(
2-&;+! E# 2-&;+ +('1')& &( )&(&% <-& $/'/% 3/%1+' %&)+' $/%/ ;/(/% &# )%+5&+
“D& #-9/*+%”! C/*/ %&)+ +('1')1%@ &( -( *&$+%)&!
C+()%/)/%&.+' / P/+#+ G-&%%&%+ 6 J9+(/)/( M/1&#+ <-& '&%@( #+'
$+%)/3+&' *& &')/ /.$/=/ &( -(/ /)13/17( <-& '& %&/#14/%@ &( &#
/.$+ *& M/%)& <-& '& %&/#14/%@ &# *:/ *& ./%4+ *&# , &( &# 9+%/%1+
*& $. *&# .&*1+ *:/ 9/')/ #/' $.! L/ /)13/17( +('1')& &( 1(31)/% / (-&')%+ $?0#1+ / -(/ )/%*& *& *&$+%)&,
*+(*& 9/0%@ -( )+#*+ 6 &( #/ />%&/ *& /(9/ *&$+%)13/ *&# C/.$+ *&
M/%)& #+' /*+#&'&()&' $+*%@( /$%&1/% -(/ $%&'&()/17( *& P/+#+
G-&%%&%+ .+')%/(*+ '-' 9/01#1*/*&' 6 *&')%&4/' &( &# 5-)0+#! P+% +)%+ #/*+
M/1&#+ )/.01>( .+')%/%@ '-' 9/01#1*/*&', +.+ )/.01>( */%@ +('&2+' *&
-(/ 0-&(/ /#1.&()/17( $/%/ )&(&% -( .&2+% 5:'1+ 6 *& ./(&%/ '/#-*/0#&!
E( &# )+#*+ $/%)& *&# ')/55 *& #/ M-(11$/#1*/* *& L1./ %&;/#/%@ $&#+)/',
)+./)+*+' & 1.$#&.&()+' *& *&$+%)& $/%/ )+*+' #+' /*+#&'&()&'! S& #&*/%@ 3+#/()&' 1(5+%./)13+' / #+' $/*%&' $%&'&()&' <-& /'1')/( +( '-' 912+'!
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PLAN DE COMUNICACIÓN19
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PLAN DE COMUNICACIÓN20
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PLAN DE COMUNICACIÓN21
CONCLUSIONES
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• L/ /.$/=/ -&()/ +( &# /$+6+ *&# M1(1')&%1+ *& '/#-*, 6/ <-& &' -(/$1&4/ 1.$+%)/()& <-& (+' /6-*/%@ / *15-(*1% #+' */=+' +/'1+(/*+' $+% &#-'+ *& #+' /(/07#1+'!
• L/ /.$/=/ %&-(1%@ / $&%'+(/' <-1&(&' )&(*%@( #/ +$+%)-(1*/* *&$/%)11$/% &( &# &3&()+ 6 $/'/% -(/ )/%*& *13&%)1*/ 6 *15&%&()& /$%&(*1&(*+ /
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• L/' %&*&' '+1/#&' 6 #/ $@;1(/ W&0 '&%31%@ *& .-9/ /6-*/ $/%/ 1(5+%./% 6+(;%&;/% / )+*/' #/' $&%'+(/' ,&()%& /*+#&'&()&' 6 $/*%&' *& &##+', '&)+./%@ &( -&()/ #/ $/%)11$/17( *& #+' /*+#&'&()&' &( &# &3&()+ 6/ <-&9/0%@( $%&.1+', /*&.@' *& <-& )&(*%@( #/ +$+%)-(1*/* *& +(+&% /$&%'+(/2&' %&+(+1*+' *&# *&$+%)&!
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PLAN DE COMUNICACIÓN22
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ANEOS:
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