EFFECTS OF THE POSITIONING OF PYMES THAT HANDLE ADVERTISING AS STRATEGIES IN THE CITY OF MACHALA

Abstract

The present study is carried out with the objective of knowing the effects produced by advertising when it is used as a strategy to give as a result a positioning and to know the criteria that implies the subject to be treated, since this research is carried out to all the small and medium companies (PYMES) of the city of Machala province of El Oro-Ecuador, the objective is to know the effects of the positioning of small and medium enterprises that use advertising as a strategy, for this a descriptive analysis applying as survey data collection tools and interviewing a sample of 100 SMEs from the city of Machala, obtaining as results that the effects of positioning are positive for the companies and for the economy of the city those that occur when using advertising as a strategic alternative managing all the technological means of today, and an alternative to realize it is the social networks since the generated expenses by this type of publicity are low compared with other methods that are within the reach of multinational companies that its fort are means of diffusion.