Abstract

ROJAS PADILLA, Carlos Alberto. Impacto actitudinal de las campañas publicitarias de prevención en los adolescentes y jóvenes de la ciudad de Sucre. Investigación y Negocios [online]. 2018, vol.11, n.17, pp.47-62. ISSN 2521-2737.

In the city of Sucre, institutions linked to human and social development, in addition to others such as police, transit and some associations like ASBORA, are constantly generating preventive advertising campaigns, however despite goodwill and learning by experiencing , Statistical data show that, for example, alcohol consumption, drug addiction, violence rates, abortion cases and others have increased, the concern is, in the reason of these increases, if the motivators of change, try to promote Attitudes of behavior that promote citizen values of awareness regarding the danger of assuming certain behaviors, in this sense this research seeks to establish through the tools of social marketing, market research, consumer behavior variables, as well as statistical techniques, The effectiveness and impact of the advertising campaigns that are developed In the city of Sucre. The target population is the adolescent and young population, since it is a vulnerable and important population in the social and economic context of the city and the municipality, in addition that the institutions seek to generate positive attitudes of change in this population.

Keywords : Persuasion; deterrence; agent of change; social advertising; objective adopter.

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