Creación de una estrategia de comunicación publicitaria para posicionar La Granja Tarapacá en la ciudad de Cali

This degree work was developed within the framework of a community internship, it was sought to support the “Granja Tarapacá” Foundation through the design of an advertising communication strategy in order to be recognized in the city of Cali for its work in serving people with special abilities that come to her in search of therapies and psychic care. In methodological terms, it is an exploratory work that was based on a qualitative approach, following techniques of documentary review, participant observation through visits to the foundation, conducting interviews and surveys to different actors in order to identify the main needs of the foundation. Because it is a non-profit social organization that works with people who suffer from different special situations and because this is an increasingly visible or recognized population in the city, it is important to think about the design of advertising strategies to support them in the work to disseminate their commitment to institutions and other interested people, because in the farm they can carry out artistic, sports, agricultural activities and link their families to these tasks with the idea of helping in their recovery. The document consists of 127 chapters that give an account of the various phases that were carried out in the construction of the strategy and ends with the presentation of the advertising communication strategy called "space to BE", which was proposed to the Tarapacá Foundation. Finally, the conclusions and recommendations derived from the work are presented. ; Este trabajo de grado se desarrolló en el marco de una pasantía comunitaria, se buscó apoyar a la Granja Tarapacá mediante el diseño de una estrategia de comunicación publicitaria a fin de que sea reconocida en la ciudad de Cali por su labor en la atención a personas con capacidades especiales y que acuden a ella en busca de terapias y cuidados anímicos. En términos metodológicos, se trata de un trabajo exploratorio que se basó en un enfoque cualitativo, siguiendo técnicas de revisión ...