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Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.11839/7453| Title: | Evaluación financiera de la publicidad digital en redes de búsqueda de la plataforma de Google para un banco de referencia |
| Other Titles: | Financial evaluation of the digital advertising in search networks of the Google platform for a reference bank |
| Authors: | Barón Betancourth, Andrés Sebastián |
| Thesis advisor: | Romero Suárez, Luis Fernando |
| License type: | Atribución – No comercial – Sin Derivar |
| Keywords: | Campaña publicitaria;Red de búsqueda;Advertising campaign;Search network;Tesis y disertaciones académicas |
| Issue Date: | 14-May-2019 |
| Publisher: | Fundación Universidad de América |
| Resumen: | En la monografía se describen las características de la publicidad digital, haciendo énfasis en la red de búsqueda de Google. Durante el proyecto se diseñó e implementó una campaña en digital que estuvo activa por dos meses para un banco de referencia, con el objetivo de mostrar las ventajas que se pueden obtener frente a una campaña publicitaria tradicional en televisión; para el análisis de resultados se utilizó información suministrada por los softwares correspondientes a cada medio publicitario. |
| Abstract: | The document describes the characteristics of digital advertising, with an emphasis on the Google search network. During the project, a Digital Campaign was designed and implemented, which was active for two months for a reference bank, with the aim of showing the advantages that can be obtained in the face of a traditional television advertising campaign; For the analysis of results, information provided by the software corresponding to each advertising medium used. |
| URI: | http://hdl.handle.net/20.500.11839/7453 |
| Citation: | APA 6th - Barón Betancourth, A. S. (2019) Evaluación financiera de la publicidad digital en redes de búsqueda de la plataforma de Google para un banco de referencia (Monografía). Fundación Universidad de América. Retrieved from http://hdl.handle.net/20.500.11839/7453 |
| Appears in Collections: | Trabajos de grado - Gerencia de Empresas |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 277978-2019-I-GE.pdf | 1.89 MB | Adobe PDF | View/Open |
