Influence of advertising campaigns on the positioning of the Atlantic Technological Institute
Keywords:
Advertising, Social networks, Positioning, EducationAbstract
The use of social networks is increasingly extended not only as a form of communication and information but also as a way of advertising business. These are characterized by their low cost and high power of penetration and influence. This investigation starts from a general characterization of the publications related to the use of social networks as a means of advertising to later present the results of applying a methodology for the promotion of the academic services of the Instituto Superior Tecnológico Atlantic. Through the application of the methodology, it was possible to publicize the institution's services to more than 50,000 people and it was possible to establish the existence of a favorable position of the institution with respect to several of its competitors in relation to four of the attributes established as differentiators: costs, schedule flexibility, length of service and quality.
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