In the present study the companies of the commercial sector of the province of Tungurahua are analyzed in 2016, with the aim of demonstrating the importance of the Advertising Consultation Agencies in the elaboration of an advertising pan for the companies of the sector. For this, a qualitative methodology of descriptive type was designed in cross section, and from a sample of 200 commercial companies a questionnaire with 26 questions was applied, in order to know how much they allocate to their marketing budget. In the same way, another 16-question questionnaire was conducted to 350 consumers to determine what the media preference is when developing an efficient advertising plan. The chi-square method was used to corroborate the hypothesis raised in the investigation. I can conclude that entrepreneurs have seen advertising as an unnecessary expense and should take into consideration the redesign of the way in which advertising is done to improve the results and measure the efficiency of advertising campaigns accompanied by a professional address and specialized consulting firms.
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Author Name: Carlos Masaquiza, Leonardo Ballesteros, Liliana González
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Keywords: Advertising Consultancy Agencies, Growth Perspective, Advertising Plan, Marketing Stakeholders.
ISSN: ISSN Impreso: 1316-4821
EISSN: ISNN Digital: 2542-3401
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