Análisis Product placement saga torrente

7/21/2019 Anlisis Product placement saga torrente

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PRODUCT PLACEMENT EN ELCINE ESPAOL

Investigacin sobre los efectos en elesecta!or

Car"en #$%ar P$re&

Pa'la Celis ('ra!o

Mar)a Creso Alfaro

Mario *arc)a +ern,n!e&

Pe!ro *"e& Man&ano

-anesa *on&,le& Cano

San!ra Mart)n Mora.Re/

Enri0'e Matas Mora

Sa"anta Sol)s *"e&

NDICE


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PRODUCT PLACEMENT EN EL CINE ESPAOL......................................................................2

MARCO TERICO............................................................................................................................2

PRODUCT PLACEMENT EN ESPAA.........................................................................................3

ESTUDIOS YA REALIZADOS.........................................................................................................4

PELCULAS ESPAOLAS MS TAQUILLERAS.........................................................................7OBJETIVOS, VARIABES Y METODOLOGA...............................................................................9

O#(ETI-OS...................................................................................................................................9

METODOLO*1A............................................................................................................................9

-ARIA#LES...................................................................................................................................9

AN2LISIS Torrente 1.....................................................................................................................11


FICHA 8.........................................................................................................................................18AN2LISIS Torrente 3.....................................................................................................................24

FICHA 5.........................................................................................................................................25


EPERIMENTOS REALIZADOS Y SU JUSTIFICACIN........................................................37

CONCLUSIONES DEL EPERIMENTO.....................................................................................40

C!"#$!%&' () *(+(& *( &'+-"& *( !).-'! "!%!..............................................................40

/Q-0 &1$'!' *() 1%&*-2 1)!("('23......................................................................................41RELACIN DE GRPS EN EL CINE.............................................................................................46

COMPARACIN EN RELACIN DE LOS PRECIOS TV4CINE..........................................46

1


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1 BAOS,Miguel, RODRGUEZ, Teresa, G!"#O, $ua% &e'r(, MR#, )ris*+al, RUZ, -ra%is( $a/ier.Revista del CES Felipe II, ISSN-e 1695-8543, N. 4, !""5

2
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11 C;%. BAOS, ?@E(, e%esa, %d2t plae7et..., p. it.7


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2&*&+ )&+ 2$("1&+> E' ())!, -'! "-@(% (*-! ! +-+ 6$@&+ &' *-%! *$+$1)$'! (' -' !+(%7':$2&%$!'& !&2!*& 1&% () "$+2(%$& *&'*( '-'! *(#( !#%$%+( -'! 1-(%2! +$' 6!#(%+((%%!*& )! !'2(%$&%> M+2$!, 2('(#%&+! ( $'%(#)("('2( (':&):('2(, (+2! 1()-)! (+ -'2%$-';& *( )! &)!#&%!$7' ('2%( EE>UU> E+1!! -:& &6& 1%("$&+ G&!, +$('*&$*"!' '&"$'!*! !) G)& *( O%& () BAFTA 1&% +- "!.';$! $'2(%1%(2!$7'>

A)-*$('*& ! )! 1()-)! *( !'$"!$7' !lanet 1, *( J&%.( B)!'&, J!:$(% A#!* M!%&+M!%2'(, &'2!#! &' -' 1%(+-1-(+2& *( "$))&'(+ *( *7)!%(+, () "+ !)2& 1&+(*& 1&%-'! 1%&*-$7' (+1!&)! 6!+2! )! ;(6! (+2! 1()-)! *( !'$"!$7' (+2 ! !&+ )- *()!+ %!+ *( D$+'(, P$9!% D%(!"X&%+ ! '$:() %(!2$:& '!%%!2$:&> N$ )! !'$"!$7'+&%1%('*(, '$ )! 6$+2&%$! ;-'$&'!> Y (+ -( )! $*(! &%$.$'!), 1(%& )! 1&2('2( !"1!!1-#)$$2!%$! *( +-+ 1%&*-2&%(+, )&.%7 !%%!+2%!% ! )!+ +!)!+ ! "$)(+ *( '$&+>

P&% &2%& )!*&, 'ol-er *( P(*%& A)"&*7:!%, .%!$!+ ! )! -!) +( :$& )!'!*& ! )!;!"! $'2(%'!$&'!), 2-:& "-6& 2$%7' .%!$!+ ! +- 1%&2!.&'$+2!, )! &+!%$!*! P('0)&1(C%-, 2&*! -'! (+2%())! *( H&))&&* &' ;-(%! !+2$!> A) &'2%!%$& -( )&+ $'(!+2!+(+2!*&-'$*('+(+, A)"&*7:!% +!! )& "(@&% *( ())! *() %(+2& *() %(1!%2& ;("('$'&,C!%"(' M!-%!, C6-+ L!"1%(!:(, L&)! D-(!+, B)!'! P&%2$))& Y&6!''! C&,.!)!%*&'!*& (' +- &'@-'2& &' () 1%("$& *( $'2(%1%(2!$7' ;("('$'! (' C!''(+>

E+2( ;$)" #!+!*& (' -' "()&*%!"! ;!"$)$!% -:& () G&! ! "(@&% 1()-)! "?)2$1)(+.!)!%*&'(+ $'2(%'!$&'!)(+ )&.%!'*& +(% ('!'2!*&% 2%!'+.%(+&% !) "$+"& 2$("1&>

8


10/48

O#(ETI-OS7 -ARIA#ES 4 METODOLO*1AO#(ETI-OS E)!#&%!% -'! 6$172(+$+ +%( +$ %(!)"('2( (+ (;(2$:& () 1%&*-2 1)!("('2> U+!'*& !)&+ (+1(2!*&%(+ &"& ;-('2( *( $';&%"!$7', +$ %(-(%*!' )!+ "!%!+ -( !1!%((', 1&%"(*$& *( "(2&*&)&.!+ &"& )! ('-(+2! ! )&+ (+1(2!*&%(+>

C&"1%!% +$ )! !1!%$$7' *() 1%&*-2 1)!("('2( (' )! 1()-)! 1%&:&! %(6!& (' ()(+1(2!*&%>

METODOLO*1AE' (+2( 2%!#!@& (+ ;-'*!"('2!) () :$+$&'!*& (96!-+2$:& !')$+$+ *( )!+ 1()-)!+ -(&-1!' '-(+2%& @(2& *( $':(+2$.!$7'> P!%! ())& 6("&+ ()!#&%!*& -'! 2!#)! *( :!%$!#)(+! 2('(% (' -('2! -( +( (+1($;$!' "+ !*()!'2(> P&+2(%$&%"('2(, &' 2&*&+ )&+ *!2&+%(&.$*&+, 1!+!%("&+ !) !')$+$+ *( )&+ "$+"&+ ! %()!$&'!% )&+ %(+-)2!*&+ ('$*&+&' :!%$&+ ;!2&%(+K

R(!-*!$7' (&'7"$! *( )! 1()-)! N?"(%& *( (+1(2!*&%(+ -( )! :$+$&'!%&' C!"1!! *( "!%(2$'. -( +( %(!)$7 1!%! )!'!% *$6! 1()-)!>

U'! :( 6(6! )! $':(+2$.!$7' !')$+$+ *( )&+ *!2&+ -(%("&+ (+2!#)((% )! %()!$7' *(*$6&+ *!2&+ &' )! (;(2$:$*!* )&+ @(2$:&+ *( 1%&*-2 1)!("('2>

-ARIA#LES Pro!'ctoK !2(.&%! *( 1%&*-2& -( !1!%(( (' )! 1()-)! MarcaK "!%! *() 1%&*-2& !'2(%$&% Mo"ento !e la el)c'laK !'!)$!% (' -( "&"('2& *( )! 6$+2&%$! !1!%(( ()

1%&*-2&, #!+'*&'&+ (' (+-("! #+$& *( '!%%!$7'K $'2%&*-$7', '-*& *(+(')!(>

Persona%esK +$ () 1%&*-2& (+ "&+2%!*& 1&% )&+ 1%&2!.&'$+2!+ & 1&% !2&%(++(-'*!%$&+

+( 1-(*( %()!$&'!% &' )! -#$!$7' &' )! 2$1&)&.! *( ("1)!!"$('2&> Categor)a !el ro!'ctoK ! -( !2(.&%! *( 1%&*-2& 1(%2('(( () !1!%($*&

"(*$&+ *( &"-'$!$7', :(6-)&+, ()(2%&*&"0+2$&+> Correson!encia entre la el)c'la / el target !e la "arca K C&"1%!% +$ )&+

("1)!!"$('2&+ &%%(+1&'*(' &' () 1(%;$) *() 1?#)$& @(2$:& *( )! "!%!> Tie"o !e e8osicinK *(+2!!% !).-'&+ 1%&*-2 1)!("('2 1&% +- 2$("1& *(

(91&+$$7' (' 1!'2!))!>9


11/48

UbicacinK 6!( %(;(%('$! ! )! 1&+$$7' -( )! "!%! &-1! (' () 1)!'&, )!

%()!$7' ('2%( )! "!%! () &'2(92& (+1!$!) *( )! "$+"!> Tiolog)a !e e"la&a"ientoK +( )!+$;$!' (' :!%$&+ 2$1&+K

=> E"la&a"ientos verbalesK +( 1%&*-(' -!'*& () 1(%+&'!@( '&"#%!*$%(2!"('2( () '&"#%( *( )! "!%!, 1-(*(' +(% 2!'2& ("1)!!"$('2&+1&+$2$:&+ &"& '(.!2$:&+>

> E"la&a"iento no verbalK !1!%(( )! "!%! (' )! (+('!, +$' '&"#%!%+(*$%(2!"('2(>

L&+ ("1)!!"$('2&+ :(%#!)(+ '& :(%#!)(+ 1-(*(' +(% ! +- :(K

=> E"la&a"ientos 9ieractivosK +( 2%!2! *( ("1)!!"$('2&+ :!)&%!$&'(+6$1(%!2$:!+ 1&% () $'2(%0+ -( )&+ 1(%+&'!@(+ 2$('(' +%( *$6!+ "!%!+,

%(!)$!' @-$$&+ *( :!)&% 1&+$2$:&+, !-'-( *( "!'(%! $"1)$2!>

> E"la&a"ientos activosK )&+ ("1)!!"$('2&+ +( "-(+2%!' &'2$'-!"('2((' )! 1!'2!))! +$' '((+$*!* *( -( +( '&"#%( )! "!%!, %&*(!' )! :$*! *()&+ 1(%+&'!@(+, 1&% (@("1)&K () &6( *( .ames /ond, Transporter, (2>

> E"la&a"ientos asivosK !1!%((' %1$*!"('2( *$+$"-)!*!"('2( (' ()('-!*%( +$' 2&"!% '$'.?' 2$1& *( 1%&2!.&'$+"& (' )! !$7'>

R't'ra or ina!ec'acinK $*('2$;$!% ("1)!!"$('2&+ $'!*(-!*&+>

10


12/48

AN2LISIS Torrente 1

:IC+A ;

Pro!'ctoK #&)+! *( )! &"1%! MarcaK E) &%2( $'.)0+ Mo"ento !e la el)c'laK $'2%&*-$7' Persona%esK )& "-(+2%! -' 1(%+&'!@( +(-'*!%$&> Categor)a !el ro!'ctoK ('2%& &"(%$!) Correson!encia entre la el)c'la / el target !e la "arca K +( 2%!2! *( -'!

"!%! "- 1&1-)!% (' '-(+2%& 1!+, *$%$.$*! ! 2&*& 2$1& *( 1?#)$&+> Tie"o !e e8osicinK KK= UbicacinK )! "!%! !1!%(( (' -' 1%$"(% 1)!'& (' )! 1!%2( $';(%$&% *( )!

1!'2!))!, +( 1&'( () ;&& *( !2('$7' (' )& -( )! #&)+! &'2$('(> Tiolog)a !e e"la&a"ientoK E"la&a"iento no verbal E"la&a"iento asivo< +( 2%!2! *( -'! #&)+! *( (+! ("1%(+!>

:IC+A =

- Pro!'cto< %(:$+2! *( &2$))(&+> K5 K58- Marca< /Q-0 "( *$(+3- Mo"ento !e la el)c'la< $'2%&*-$7'>- Persona%es< )& "-(+2%! -' 1(%+&'!@( +(-'*!%$&>- Categor)a !el ro!'cto< 1%('+! (+%$2!>- Correson!encia entre la el)c'la / el target !e la "arca< '& 6! "-6!

&%%(+1&'*('$!, (+ -'! %(:$+2! *$%$.$*! ! "-@(%(+ (+1($!)"('2( *( "+ *( !&+>

- Tie"o !e e8osicin< K5 K58- Ubicacin< )! "!%! !1!%(( (' -' 1%$"(% 1)!'& (' () ('2%& *( )! 1!'2!))!,

!2%!('*& )! !2('$7' *() (+1(2!*&% .%!$!+ ! +-+ &)&%(+ ))!"!2$:&+>- Tiolog)a !e e"la&a"iento

FICHA

- Pro!'cto< 1(%$7*$&>- Marca< L! :!'.-!%*$!>

- Mo"ento !e la el)c'la< $'2%&*-$7'>11


13/48

- Persona%es< !1!%(( () 1%&2!.&'$+2! -' 1(%+&'!@( +(-'*!%$&>- Categor)a !el ro!'cto< 1%('+! (+%$2!>- Correson!encia entre la el)c'la / el target !e la "arca< '& 6! "-6!,

!-'-( (+2( 1(%$7*$& +( *$%$.( ! 2&*& 2$1& *( 1?#)$&+>- Tie"o !e e8osicin< =K8 =K=, *(+1-0+ !1!%(( () '&"#%( *( )! "!%!

2!1!*& 6!+2! () =K= =K -( :-():( ! !1!%((% #$('>

- Ubicacin< P!%2( +-1(%$&% (' +(.-'*& 1)!'&, ('$"! *( )! !#(! *()1%&2!.&'$+2!>

- Tiolog)a !e e"la&a"iento- Marca< )(('(9- Mo"ento !e la el)c'la< $'2%&*-$7', 1(%& 1%((*( ! -' "&"('2& *( !$7'>- Persona%es< !1!%(( () 1%&2!.&'$+2! -+!'*& -' *(+&*&%!'2( -( +( -#$! @-+2& !)

)!*& *( (+2( 1%&*-2&>- Categor)a !el ro!'cto< 6$.$('(>- Correson!encia entre la el)c'la / el target !e la "arca< (+ -' 1%&*-2&

-'$:(%+!), +( *$%$.( ! 2&*&+ )&+ 1?#)$&+, (+1($!)"('2( ! -$('(+ +( ('!%.!' *(%(!)$!% )! &"1%! *( +- 6&.!%>

- Tie"o !e e8osicin< =K58 ==, *(+1-0+ () 1%&2!.&'$+2! &-)2! () 1%&*-2& -(:-():( ! !1!%((% *() ==K==K==>

- UbicacinK 2%!+ () 1%&2!.&'$+2! (' +(.-'*& 1)!'&, #$(' +$2-!*& 1!%! !12!% )!!2('$7' *() (+1(2!*&%>

- Tiolog)a !e e"la&a"iento- E"la&a"iento asivo< ! 1(+!% *( !1!%((% -' )!%.& 2$("1& (' () 1)!'&, '& +( )(

*! "-6! $"1&%2!'$!>

:IC+A @

- Pro!'cto< %(:$+2! *( &2$))(&+>

- Marca< /Q-0 "( *$(+3- Mo"ento !e la el)c'la< +( $'$$! () '-*& *( )! 1()-)!, (+ -' "&"('2& 7"$&>- Persona%es< )& 2$('( &.$*& -' 1(%+&'!@( +(-'*!%$&, !-'-( () 1%$'$1!) !1!%((

(' )! (+('!>- Categor)a !el ro!'cto< 1%('+! (+%$2!>- Correson!encia entre la el)c'la / el target !e la "arca< '& 6! "-6!

&%%(+1&'*('$!, (+ -'! %(:$+2! *$%$.$*! ! "-@(%(+ (+1($!)"('2( *( "+ *( !&+>

- Tie"o !e e8osicin< K5 K- Ubicacin< 1%$"(% 1)!'& (' )! 1!%2( $-$(%*!, !12! )! !2('$7' 1&% )&+ &)&%(+

))!"!2$:&+ *( )! %(:$+2!>12


14/48

- Tiolog)a !e e"la&a"iento- E"la&a"iento asivo< !1!%(( *-%!'2( "- 1&& 2$("1&>

:IC+A

- Pro!'cto< %(;%(+&>- Marca< C&!C&)!- Mo"ento !e la el)c'la< '-*&>- Persona%es< !1!%((' )&+ *&+ 1%&2!.&'$+2!+, -'& *( ())&+ #(#$0'*&+()!>- Categor)a !el ro!'cto< #(#$*! +$' !)&6&)>- Correson!encia entre la el)c'la / el target !e la "arca

- Ubicacin< () 1)!'& (+ !"1)$& !1!%(( (' -' 2!"!& 1(-(&>- Tiolog)a !e e"la&a"iento- E"la&a"iento asivo< (' '$'.?' "&"('2& +( "-(+2%! )! #(#$*! (' 1%$"(% 1)!'&

*'*&)( 1%&2!.&'$+"&>

:IC+A

- Pro!'cto< !"#-)!'$!>

- MarcaK C)'$! S!'2! S&;!>- Mo"ento !e la el)c'la< '-*&, 2%!+ -' "&"('2& *( 2('+$7'>- Persona%es< !1!%((' :!%$&+ *( )&+ 1(%+&'!@(+ 1%$'$1!)(+, -'& *( ())&+ (+

!2('*$*& 1&% )! !"#-)!'$!>- Categor)a !el ro!'cto< +(%:$$& +!'$2!%$&>- Correson!encia entre la el)c'la / el target !e la "arca< '& 6! "-6!

&%%(+1&'*('$!, (+ -' +(%:$$& *(+2$'!*& ! -'! )!+( "(*$!!)2!>- Tie"o !e e8osicin< 8K 8K=>- Ubicacin< (' -' 1%$"(% 1)!'& (' () "!%.(' *(%(6&>- Tiolog)a !e e"la&a"iento- E"la&a"iento asivo< ! 1(+!% *( -( !1!%(( (' 1%$"(% 1)!'&, )! "!%! '& +(

:( )!%!"('2(>

:IC+A B

- Pro!'cto< :$'&>- Marca< D&' S$"7'>- Mo"ento !e la el)c'la< '-*&>- Persona%es< 1%&2!.&'$+2! 1(%+&'!@( +(-'*!%$&>

- Categor)a !el ro!'cto< #(#$*!+ !)&67)$!+>13


15/48

- Correson!encia entre la el)c'la / el target !e la "arca< 6! &%%(+1&'*('$!,(+2( 1%&*-2& +( *$%$.( ! &'+-"$*&%(+ *( )! )!+( "(*$!#!@!>

- Tie"o !e e8osicin< K K5- Ubicacin< +(.-'*& 1)!'&, -' 1&& *(+(';&!*&>- Tiolog)a !e e"la&a"iento

- E"la&a"iento asivo< '& +( )( *! 1%&2!.&'$+"& ! 1(+!% *( !1!%((% *-%!'2( +(.-'*&+>

:IC+A

- Pro!'cto- Correson!encia entre la el)c'la / el target !e la "arca< 6! &%%(+1&'*('$!,

+( 2%!2! *( -' 1%&*-2& *$%$.$*& +%( 2&*& ! 6&"#%(+ "!&%(+ *( (*!*>- Tie"o !e e8osicin< 5K5 5K 5K5 5K5=>- Ubicacin< !1!%(( (';&!*& (' )! 1!%2( $';(%$&% *( )! $"!.(', (' +- +(.-'*!

!1!%$$7' !1!%(( (' 1%$"(% 1)!'& *-%!'2( 1&& 2$("1&>- Tiolog)a !e e"la&a"iento- E"la&a"iento activo< () 1%&2!.&'$+2! ("1)(! () 1%&*-2& !-'-( (' -' -+&

*$+2$'2& !) -( 2$('(> S( %(&'&( )!%!"('2( () 1%&*-2&>

:IC+A ;

Pro!'ctoK (+2!'2(%! $'2!+ *( :*(&> MarcaK TD Mo"ento !e la el)c'laK '-*& Persona%esK !1!%(( @-'2& !) 1%&2!.&'$+2!> Categor)a !el ro!'ctoK ()(2%7'$!> Correson!encia entre la el)c'la / el target !e la "arcaK 6!

&%%(+1&'*('$!, +( *$%$.( ! -' 1?#)$& "+ & "('&+ @&:('> Tie"o !e e8osicinK =KK =KK UbicacinK )! "!%! !1!%(( (' -' +(.-'*& 1)!'& (' () )!*& +-1(%$&% $-$(%*&,

2%!+ () 1%&2!.&'$+2!> Tiolog)a !e e"la&a"ientoK E"la&a"iento no verbal E"la&a"iento asivo7 '& 2$('( '$'.?' 1%&2!.&'$+"& (' )! (+('!>

:IC+A ;;

Pro!'ctoK !"#-)!'$!>14


16/48

MarcaK C)'$! S!'2! S&;!> Mo"ento !e la el)c'laK *(+(')!( Persona%esK () 1%&2!.&'$+2! (+ $'2%&*-$*& (' ())!> Categor)a !el ro!'ctoK +(%:$$& +!'$2!%$&> Correson!encia entre la el)c'la / el target !e la "arca K '& 6! "-6!

&%%(+1&'*('$!, (+ -' +(%:$$& *(+2$'!*& ! -'! )!+( "(*$!!)2!> Tie"o !e e8osicinK =KK8 =KK5> UbicacinK )! "!%! !1!%(( (' -' 1%$"(% 1)!'& (' () ('2%& *( )! $"!.(',

&-1!'*& !+$ 2&*& () 1)!'&> E"la&a"iento no verbal E"la&a"iento 9ieractivo< +( %(! -'! #-('! $"!.(' *( )! "!%! *( ;&%"!

$"1)$2!, &-1! )! 1!'2!))! *-%!'2( -' )!%.& 2$("1&>

15


17/48

AN2LISIS Torrente 2

:IC+A ;

- Pro!'ctoK C!*('! *( T()(:$+$7'

- MarcaK A'2('! - Categor)a !el ro!'ctoK M(*$& *( C&"-'$!$7'>- Persona%esK L! "!%! +( "-(+2%! .%!$!+ ! !2&%(+ +(-'*!%$&+ *( )! 1()-)!- Correson!encia entre la el)c'la / el target !e la "arca- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) ! )! :( 1!+$:&, ! -(

!1!%(( %1$*!"('2( *$+$"-)!*!"('2( (' () ('-!*%( +$' 2&"!% '$'.?' 2$1& *(1%&2!.&'$+"&>

:IC+A

- Pro!'ctoK C)-# '&2-%'&- MarcaK R$:$(%!- Categor)a !el ro!'ctoK L&!) *( !"#$('2(

17


19/48

- Persona%esK E) 1%&2!.&'$+2! 1%$'$1!) @-'2& &' () +(-'*!%$& !1!%((' (' )! 1-(%2!*() )&!)>

- Correson!encia entre la el)c'la / el target !e la "arcaK N& &%%(+1&'*( &' ()2&2!) *() 2!%.(2 *( )! 1()-)!, ! -( (+ -' 1?#)$& @&:(' :!%$!*& () -!) -'1(-(& 1&%('2!@( *( 2&*&+ ())&+ :$+$2!%' )-#+ *( !"#$('2( )(+ $'2(%(+( )! "!%!>

- Tie"o !e e8osicinK=K=5=K- Ubicacin

:IC+A F

- Pro!'ctoK H&2()- MarcaK (1$'+$- Categor)a !el ro!'ctoK E+2!#)($"$('2& *( 6&+2()(%!- Persona%esK P(%+&'!@(+ 2(%$!%$&+ (+2' 1!%2$$1!'*& (' -'! +(+$7' ;&2&.%;$!> D(

;&'*& !1!%(( () !%2() &' () '&"#%( *() 6&2()>- Correson!encia entre la el)c'la / el target !e la "arcaK S$ &%%(+1&'*(, ! -(

(+ -' 6&2() (' 1%$"(%! )'(! *( 1)!! 1!%! -' 1?#)$& *( )!+( "(*$!, 1&% )& -( +(1!%(( !) 2!%.(2 *( )! 1()-)!> N& +( 2%!2! *( -' 6&2() *( )-@&>

- Tie"o !e e8osicinK8K8K- UbicacinK Z&'! *( )! 1$+$'! *() 6&2(), *&'*( (+2' %(!)$!'*& -'! +(+$7' *( ;&2&+>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) , ! )! :(, 6$1(%!2$:& ! -(

+( 2%!2! *( -' ("1)!!"$('2& -( "-(+2%! -' $'2(%0+ 1&% 1!%2( *( )&+ 1(%+&'!@(+ 1&%

(+2( 1%&*-2&> E' (+2( !+& 6!' ()(.$*& (+2( 6&2() 1!%! %(!)$!% )! +(+$7' *( ;&2&+ !-( (+ () )-.!% $*7'(& 1!%! (+2&>

:IC+A B- Pro!'ctoK D(1&%2$:!+- MarcaK V!'+- Categor)a !el ro!'ctoK Z!1!2$))!+- Persona%esK P(%+&'!@( +(-'*!%$& "-(+2%! )! +-()! *( )!+ !1!2$))!+, !) 2-"#!%+( ('

() +-()&, 1&*("&+ +(%:!% ! )! 1(%;($7' )! "!%!>

- Correson!encia entre la el)c'la / el target !e la "arca K S$, &%%(+1&'*( &' ()2!%.(2, ! -( -' .%!' 1&%('2!@( *() 1?#)$& -( 2$('( (+2! 1()-)! (+ .('2( @&:(',-( +-()( :(+2$% &' 1%&*-2&+ *( (+2! "!%!>

- Tie"o !e e8osicinK5K5K5- UbicacinK E' )! !%%(2(%!, () 1(%+&'!@( +( 2-"#! 1!%! +$"-)!% -( )( 6! 1!+!*& !).&

!+ ))!"!% )! !2('$7' *() 1%$"(%& -( 1!+(>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!), ! -( !1!%(( )! "!%! ('

)! (+('!, +$' '&"#%!%+( *$%(2!"('2(> A +- :( +( 2%!2! *( -' ("1)!!"$('2& !2$:&,1&%-( ;&%"! 1!%2( *( )! :$*! *() 1(%+&'!@( +$' '((+$*!* *( '&"#%!%)&>

18


20/48

:IC+A

- Pro!'ctoK D(1&%2$:!+- Marca- Correson!encia entre la el)c'la / el target !e la "arca K S$, &%%(+1&'*( &' ()2!%.(2, ! -( -' .%!' 1&%('2!@( *() 1?#)$& -( 2$('( (+2! 1()-)! (+ .('2( @&:(',-( +-()( :(+2$% &' 1%&*-2&+ *( (+2! "!%!>

- Tie"o !e e8osicinK5K5K8- UbicacinK E' -'! +!)! *( -'! )-@&+! !+! *&'*( +( (+2 ()(#%!'*& )! ;$(+2! (' )!

-( )&+ 1(%+&'!@(+ +( 6!' &)!*&>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& :(%#!), ! -( () 1%&2!.&'$+2!

"('$&'! )& #&'$2& -( +&' )&+ !1!2&+> A +- :( (+ 6$1(%!2$:& 1&%-( () 1%&2!.&'$+2!%(!)$! -' @-$$& *( :!)&% +%( () 1%&*-2&, !-'-( *( "!'(%! $"1)$2!>

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- Pro!'ctoK D$+&2(!- MarcaK D$+& 26( -(- Categor)a !el ro!'ctoK L-.!% '&2-%'& *( &$&- Persona%es- Correson!encia entre la el)c'la / el target !e la "arca- Tie"o !e e8osicinK58K58K=- Ubicacin- Tiolog)a !e e"la&a"ientoK +( 2%!2! *( -' ("1)!!"$('2& '& :(%#!), ! )! :(

1!+$:&, ! -( +( "-(+2%! *$+$"-)!*!"('2( (' () ('-!*%( *( )! 1!'2!))!>

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- Tie"o !e e8osicinK58K=58K- UbicacinK B!%%! *( )! *$+&2(! *&'*( +( $#! ! %(!)$!% () &'$(%2& *() F!%$>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) ! -( '& +( "('$&'! !

+- :( 1!+$:&, 1&%-( !1!%(( %1$*!"('2( (' () ('-!*%( +$' 2&"!% '$'.?' 2$1& *(1%&2!.&'$+"& (' )! !$7'>

:IC+A ;=

- Pro!'ctoK D$+&2(!- MarcaK D$+& 26( -(- Categor)a !el ro!'ctoK L-.!% '&2-%'& *( &$&- Persona%esK P(%+&'!@( 1%$'$1!), T&%%('2(, +!)( *( )! *$+&2(! %$0'*&+( 2%!+ 6!#(%

*$+1!%!*& ! -' 6&"#%(> E) 1(%+&'!@( +(-'*!%$& +!)( &' () !&"1!'*&)(>- Correson!encia entre la el)c'la / el target !e la "arca K S$, &%%(+1&'*( &' )!

"!%!, 1&%-( (+ -'! *$+&2(! *&'*( +( %(!)$!' &'$(%2&+ -!)-$(%! 1-(*(!-*$% ! :(% +- ! !'2!'2( ;!:&%$2&, & +$"1)("('2( ! 2&"!%+( !).&>

- Tie"o !e e8osicinKK =K- UbicacinK P-(%2! *( )! *$+&2(!, *&'*( +( 1-(*( +(%:!% 1(%;(2!"('2( () '&"#%(

*( )! *$+&2(! )! ('2%!*! ! ())!>- Tiolog)a !e e"la&a"ientoK +( 2%!2! *( -' ("1)!!"$('2& '& :(%#!), ! )! :(

1!+$:&, ! -( +( "-(+2%! *$+$"-)!*!"('2( (' () ('-!*%( *( )! 1!'2!))!>

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- Pro!'ctoK C&6(- MarcaK G!))&1(% H-'*!$

- Categor)a !el ro!'cto S( 2%!2! *( -' &6( 2&*& 2(%%('&, &' -' #-('1%(+2$.$& *( -'! #-('! "!%!>

- Tie"o !e e8osicin

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- Pro!'ctoK B!%%$2!+ ('(%.02$!+- MarcaK H(%& "-(+)- Categor)a !el ro!'ctoK A)$"('2!$7'- Persona%es


22/48

- Correson!encia entre la el)c'la / el target !e la "arca K S$, ! -( ('2%( () 2!%.(2*( )! 1()-)! +( ('-('2%! "-6! .('2( *(1&%2$+2! -( )( .-+2! -$*!% +-!)$"('2!$7' &' (+2( 2$1& *( 1%&*-2&+>

- Tie"o !e e8osicinK K=K5- UbicacinK C!%%(2(%! &"!%!), ! )! ('2%!*! *( M!%#())!>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) ! -( '& +( "('$&'! !

+- :( 1!+$:&, 1&%-( !1!%(( %1$*!"('2( (' () ('-!*%( +$' 2&"!% '$'.?' 2$1& *(1%&2!.&'$+"& (' )! !$7'>

:IC+A ;@

- Pro!'ctoK S!-'!- MarcaK G&)*(' G! S!-'!- Categor)a !el ro!'ctoK S!-'!- Persona%esK P(%+&'!@( 1%$'$1!), +- "!'& *(%(6!>- Correson!encia entre la el)c'la / el target !e la "arca K N&, ! -( -' 1(-(&

1&%('2!@( *() 1?#)$& *( )! 1()-)! !-*( ! (+2( 2$1& *( +!-'!+>- Tie"o !e e8osicinK K5K=- UbicacinK E' )! 1-(%2! *() )&!)> S( !1%($! -!'*& )&+ 1(%+&'!@(+ ('2%!% !) )-.!%>- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& :(%#!), ! -( () 1%&1$& 2&%%('2(

"('$&'! () '&"#%( *( )! +!-'!, ! +- :( 6$1(%!2$:& ! -( () 1%&2!.&'$+2!"('$&'! () $'2(%0+ 1&% (+2! "!%!>

:IC+A ;

- Pro!'cto

- Tie"o !e e8osicinK=K=K5- UbicacinK P-(%2! *() 1%&1$& )-#, *&'*( :("&+ ! )&+ 1%&2!.&'$+2!+ ('2%!% !) )&!)

1!%! 2&"!%+( -' 6$+>

- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) ! )! :( 1!+$:&, ! -(!1!%(( %1$*!"('2( *$+$"-)!*!"('2( (' () ('-!*%( +$' 2&"!% '$'.?' 2$1& *(1%&2!.&'$+"&>

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- Correson!encia entre la el)c'la / el target !e la "arca

:IC+A ;B

- Pro!'cto- Tiolog)a !e e"la&a"ientoK E"1)!!"$('2& '& :(%#!) ! )! :( 1!+$:&, ! -(

!1!%(( %1$*!"('2( *$+$"-)!*!"('2( (' () ('-!*%( +$' 2&"!% '$'.?' 2$1& *(1%&2!.&'$+"&>

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:IC+A =

- Pro!'ctoK C&6(- MarcaK P(-.(&2 - Categor)a !el ro!'ctoK A-2&"7:$)- Persona%es- Correson!encia entre la el)c'la / el target !e la "arca K S$, &%%(+1&'*( &' ()2!%.(2 ! -( (+ -' :(6-)& 1(-(&, 1(%;(2& 1!%! )! $-*!*, '& (+ (9(+$:!"('2(!%&>

- Tie"o !e e8osicinK 8K=8K=5- Ubicacin

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AN2LISIS Torrente 3

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Pro!'cto< C!*('! *( 2()(:$+$7'>

Marca Categor)a !el ro!'cto< M(*$& *( &"-'$!$7'> Persona%es< L! "!%! +( "-(+2%! .%!$!+ ! !2&%(+ +(-'*!%$&+ *( )! 1()-)! Correson!encia entre la el)c'la / el target !e la "arca Persona%es< L! "!%! +( "-(+2%! 1&% "(*$& *( ;$.-%!'2(+> Correson!encia entre la el)c'la / el target !e la "arca

Tie"o !e e8osicin< = +(.-'*& =K =K Ubicacin< U#$!$7' 1%&2!.&'$+2!, 2!'2& () '&"#%( *( )! "!%! &"& )! (# *(

&'2!2& !1!%((' (' -' 1%$"(% 1)!'&, &-1!'*& )! 2&2!)$*!* *() ('-!*%(> Tiolog)a !e e"la&a"iento Marca< O%.!'$!$7' $"1-)+&%! *( *$+!1!$2!*&+ OID> Categor)a !el ro!'cto< ONG Persona%es< S&' 1(%+&'!@(+ +(-'*!%$&+ )&+ -( "-(+2%!' )! "!%!> Correson!encia entre la el)c'la / el target !e la "arca Correson!encia entre la el)c'la / el target !e la "arca Marca< J-"$+!> Categor)a !el ro!'cto< C&'+2%-$7'> Persona%es< L! "!%! !1!%(( 1&% + +&)!, +$' 2('(% %()!$7' &' '$'.?'

1(%+&'!@(> Correson!encia entre la el)c'la / el target !e la "arca Persona%es< L! "!%! !1!%(( 1&% + +&)!, +$' 2('(% %()!$7' &' '$'.?'

1(%+&'!@(>

Correson!encia entre la el)c'la / el target !e la "arca Tiolog)a !e e"la&a"iento A*("+ T&%%('2( (+ -' +(.-$*&%$'&'*$$&'!) *( A2)02$& *( M!*%$* "$('2%!+ -( () *$!%$& M!%! (+ () 1(%$7*$& -("+ $';&%"!$7' "-(+2%! +%( *$6& )-#>

Tie"o !e e8osicin< +(.-'*&+K K Ubicacin< U#$!$7' 1%&2!.&'$+2!, T&%%('2( !1!%(( (' () "(*$& *() 1)!'& &' ()

1(%$7*$& *(1&%2$:& !#$(%2& *( 2!) "!'(%! -( +( ('2%! )! !2('$7' (' () M!%!>D(+1-0+ +( 1%&*-( -' &&" 6!$! () *$!%$&, $'2('+$;$!'*& +- 1%&2!.&'$+"& ('(+('!>

Tiolog)a !e e"la&a"iento E+2( 2$1& *( 1?#)$& (+ +-+(12$#)( *( &"1%!% 1%&*-2&+ ()(2%7'$&+> L!

"!%! X&92(% 6! %(!)$!*& () ("1)!!"$('2& &' () @(2$:& *( !2%!(% ! +- 1?#)$&1&2('$!)>

Tie"o !e e8osicin< = +(.-'*& K K= K Ubicacin< U#$!$7' *( ;&'*&, )! "!%! X&92(% !1!%(( (' )! 1!%2( *(%(6! *()

1)!'& *(+(';&!*!> Q-(*! (' -' +(.-'*& 1)!'& 2%!+ () 1(%+&'!@(> Tiolog)a !e e"la&a"iento

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Pro!'cto< X6$+> Marca< X$))$!" G%!'2> Categor)a !el ro!'cto< B(#$*!+ !)&67)$!+>

Persona%es< L! "!%! !1!%(( 1&% + +&)! (' )! 1()-)! Correson!encia entre la el)c'la / el target !e la "arca< E) 1?#)$& "!+-)$'&

.('(%!)"('2( (+ "+ &'+-"$*&% *( 6$+ -( () 1?#)$& ;("('$'&> Tie"o !e e8osicin< +(.-'*&+ =K =K Ubicacin< U#$!$7' '(-2%!), () 6$+ +( ('-('2%! (' )! 1!%2( *(%(6! *()

1)!'&, () *(+1(%2!*&% *( !) )!*& (+ () -( %(!)$! () +&'$*& 1-(*( !2%!(% )!!2('$7' +%( )! "!%!>

Tiolog)a !e e"la&a"iento Categor)a !el ro!'cto< T-%$+"&> Persona%es< E+ () 6&2() *&'*( +( 6&+1(*!' )&+ 1(%+&'!@(+> Correson!encia entre la el)c'la / el target !e la "arca< T&%%('2( (+ -'!

1()-)! &' -' 1?#)$& @(2$:& *( *$;(%('2(+ '$:()(+ !*-$+$2$:&+, () H&2()M$%!+$(%%! #-+! !2%!(% )! !2('$7' *() 1?#)$& "+ (9)-+$:& & ()$2$+2!

Tie"o !e e8osicin< = +(.-'*&+ K= K Ubicacin< U#$!$7' 1%&2!.&'$+2!> E) 1)!'& &'+$+2( (' "&+2%!% () 6!)) *() 6&2()

*(+*( *('2%&> Tiolog)a !e e"la&a"iento Categor)a !el ro!'cto< B(#$*!+ !)&67)$!+>

Persona%es< E) 1%&2!.&'$+2! *( )! 1()-)! #(#( *$%(2!"('2( *( )! #&2())! Correson!encia entre la el)c'la / el target !e la "arca< E) 1?#)$& "!+-)$'&

.('(%!)"('2( (+ "+ &'+-"$*&% *( 6$+ -( () 1?#)$& ;("('$'&> Tie"o !e e8osicin< +(.-'*&+ 5K5 5K= Ubicacin< U#$!$7' '(-2%!), !1('!+ +( +(%:! )! "!%! (' )! #&2())! 1(%& ! +(

%(&'&( 1&% ("1)!!"$('2&+ !'2(%$&%(+> L! "!%! (+ 1&%2!*! 1&% () 1%&2!.&'$+2!() -( %(!)$! )! !$7' *( #(#(% *( ())!> E+! !$7' !2%!( )! "$%!*! 6!$! ()("1)!!"$('2&>

Tiolog)a !e e"la&a"iento S( ('+(! )! ('2%!*! 1%$'$1!) *() 6&2(), @-'2&

!) '&"#%( *() "$+"&> L! (+('! &"$('! &' -' 1%$"(% 1)!'& *( )! ('2%!*!> A2&+(.-$*& () ('-!*%( #!@!, *$;-"$'!'*& () 6&2() 1!%! ('2%!%+( (' )&+ 1%&2!.&'$+2!+ Tiolog)a !e e"la&a"iento Categor)a !el ro!'cto< T-%$+"&> Persona%es< E+ () 6&2() !1!%(( 1&% + +&)&> Correson!encia entre la el)c'la / el target !e la "arca< T&%%('2( (+ -'!

1()-)! &' -' 1?#)$& @(2$:& *( *$;(%('2(+ '$:()(+ !*-$+$2$:&+, () H&2()M$%!+$(%%! #-+! !2%!(% )! !2('$7' *() 1?#)$& "+ (9)-+$:& & ()$2$+2!>

Tie"o !e e8osicin< +(.-'*&+ K5 K> Ubicacin< U#$!$7' '(-2%!), (' () 1)!'& +( "-(+2%! )! ('2%!*! *() H&2()

M$%!+$(%%!, 6! &2%&+ ()("('2&+, &"& )&+ +(%:$$&+ *( ("(%.('$!, -( *$+2%!(' )!!2('$7' *() (+1(2!*&% 6!$! () 6&2()> E+2&+ ()("('2&+ !1!%((' (' )&+ )!2(%!)(+*() 1)!'&, *(@!'*& (' () ('2%& )! ('2%!*! *() 6&2()>

Tiolog)a !e e"la&a"iento A) 2%!2!%+( *() &6( 1%$'$1!) (' -'!

1(%+(-$7', 2&*&+ )&+ 1)!'&+ :!' *$%$.$*&+ 6!$! () A-*$> E' )! (+('! !1!%((-'! .%!' *$:(%+$*!* *( 1)!'&+, )! "!&%! ;%&'2!)(+ 2%!+(%&+ *() &6(,1(%$#$('*& !) $'+2!'2( () +"#&)& *( )! "!%!>Tiolog)a !e e"la&a"iento L!"!%! X&92(% 6! %(!)$!*& () ("1)!!"$('2& &' () @(2$:& *( !2%!(% ! +- 1?#)$&1&2('$!)>

Tie"o !e e8osicin< 5K= 5K 5K 5K 5K 5K 5K

5K5 Ubicacin< U#$!$7' *( ;&'*&, () )&.&2$1& *( )! ("1%(+! !1!%(( (' -'!+ !@!+ !)

;&'*& *() 1)!'&> E) ("1)!!"$('2& 2!' +&)& &-1! -'! 1(-(! 1!%2( *() 1)!'& (')! 1!%2( $-$(%*! $';(%$&%, !*("+ +( ('-('2%! *(+(';&!*&>

Tiolog)a !e e"la&a"iento Correson!encia entre la el)c'la / el target !e la "arca< () ("1)!!"$('2& *(

)! "!%! (' )! 1()-)! (+ &' () ;$' *( !2%!(% ! +- 1?#)$& 1&2('$!)> T!'2& '$&+&"& !*-)2&+> =8Tie"o !e e8osicin< +(.-'*&+ =K= =K=

Ubicacin< S( !1%($! )! "!%! (' () ;&'*& *() 1)!'&,Tiolog)a !e e"la&a"iento< E"1)!!"$('2& 1!+$:&, !1!%(( (' (+('! 1(%&+$' 1%&2!.&'$+"& !).-'&>

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Pro!'cto< ()(2%&*&"0+2$&

Marca< M&-)$'(9 Categor)a !el ro!'cto< T('&)&.!, ()(2%&*&"0+2$& Persona%es< L! "!%! +( "-(+2%! 1&% +$ +&)!> Correson!encia entre la el)c'la / el target !e la "arca< L! 1()-)! T&%%('2(

(+ -'! 1()-)! *$%$.$*! ! -' 1?#)$& @&:(', &' -'! (*!* &"1%('*$*! ('2%( )&+ =8 !&+> E+2( 2$1& *( 1?#)$& (+ +-+(12$#)( *( &"1%!% 1%&*-2&+ ()(2%7'$&+> L!"!%! M&-)$'(9 6! %(!)$!*& () ("1)!!"$('2& &' () @(2$:& *( !2%!(% ! +-1?#)$& 1&2('$!)>

Tie"o !e e8osicin< 5 +(.-'*&+ =K =K8

Ubicacin< !1!%(( (+&'*$*& '& 1&% &"1)(2& (' &!+$&'(+>32


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Tiolog)a !e e"la&a"iento< +( 2%!2! *( -' ("1)!!"$('2& 1!+$:& ! -(

!1!%(( (' (+('! 1(%& +$' 1%&2!.&'$+"& !).-'&

:IC+A ?

Pro!'cto< M!6&- Marca< B(#$*! !)&67)$! Categor)a !el ro!'cto< #(#$*! Persona%es< )! "!%! +( "-(+2%! 1&% + +&)!> Correson!encia entre la el)c'la / el target !e la "arca L! "!%! E!2 O-2< 6! %(!)$!*& () ("1)!!"$('2& &' () @(2$:& *( !2%!(% !+- 1?#)$& 1&2('$!)>Tie"o !e e8osicin< 5 +(.-'*&+=K

Ubicacin< U#$!$7' 1%&2!.&'$+2!, T&%%('2( !1!%(( (' () "(*$& *() 1)!'&!'*!'*& )! "!%! !1!%(( (' -'! !@! -( +( ('-('2%! (' () +-()&

Tiolog)a !e e"la&a"iento< E"1)!!"$('2& !2$:&, '& +( '&"#%! (' '$'.?'"&"('2& )! "!%! 1(%& +$ !1!%(( &"& 1%&2!.&'$+2! *() 1)!'&>

:IC+A B

Pro!'cto< ("1%(+! *( +(%:$$& 1&+2!) 1!-(2(%! Marca< &%%(&+ Categor)a !el ro!'cto< 1&+2!) 1!-(2(%! Persona%es< L! "!%! !1!%(( 1&% + +&)!, +$' 2('(% %()!$7' &' '$'.?'

1(%+&'!@(> Correson!encia entre la el)c'la / el target !e la "arca

:IC+A

Pro!'cto< +(%:$$& *( 2%!'+1&%2(+ Marca< "(2%& *( M!*%$* Categor)a !el ro!'cto< 2%!'+1&%2(+ Persona%es< )! "!%! !1!%(( 1&%-( )! "-(+2%! () 1%&2!.&'$+2! Correson!encia entre la el)c'la / el target !e la "arca< L! 1()-)! T&%%('2(

(+ -'! 1()-)! *$%$.$*! ! -' 1?#)$& @&:(', &' -'! (*!* &"1%('*$*! ('2%( )&+ =8 !&+> E+2( 2$1& *( 1?#)$& (+ +-+(12$#)( *( -+!% 2%!'+1&%2( 1?#)$&> L! "!%!"(2%& *( M!*%$* 6! %(!)$!*& () ("1)!!"$('2& &' () @(2$:& *( !2%!(% ! +-1?#)$& 1&2('$!)>

Tie"o !e e8osicin< 5 +(.-'*&+ K34


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Ubicacin< U#$!$7' 1%$"(% 1)!'& >E) 2$(2 *( "(2%& (+ .%!#!*& (' 1%$"(% 1)!'&

(' )! "!'& *() 1%&2!.&'$+2!> Tiolog)a !e e"la&a"iento< 6$1(%!2$:&, () 1%&*-2& $'2(%:$('( 2!"#$0' (+

'&"#%!*& 1&% )&+ 1(%+&'!@(+>

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Pro!'cto< &"$*! %1$*! Marca< T()(1$! Categor)a !el ro!'cto< &"$*! %1$*! Persona%es< )! "!%! !1!%(( (' )! 1()-)! 1&% -' 1(%+&'!@( +(-'*!%$&> Correson!encia entre la el)c'la / el target !e la "arca< () 1?#)$& @&:(' *(

(+2! 1()-)! *( 2&%%('2( (+ &'+-"$*&% *( &"$*! %1$*!> Tie"o !e e8osicin< +(.-'*&+ K= K Ubicacin< U#$!$7' 1%&2!.&'$+2!'(-2%!)> A1!%(( (' () ('2%& *() 1)!'& 1(%& !

1('!+ 2$('( +(.-'*&+ *( $"1&%2!'$!> Tiolog)a !e e"la&a"iento< A2$:&1!+$:&, T&"! 1%&2!.&'$+"& (' )! (+('!

1(%& @-'2& ! &2%&+ ()("('2&+> L! 1!%2( !2$:! +( *(#( ! -( (+ )! "!%! *( &"$*!-( () 1%&2!.&'$+2! @-'2& &' &2%& !2&% +(-'*!%$& &"(>

35


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EGPERIMENTOS REALI5ADOS 4 SU(USTI:ICACI3NP!%! &'&(% )! (;$!$! *() 1%&*-2 1)!("('2 (' () $'( (+1!&) 6("&+ &12!*& 1&% ))(:!%! !#& -'! 20'$! -!)$2!2$:! #!+!*! (' () !')$+$+ *( *$;(%('2(+ (91(%$"('2&+>

L! ;$'!)$*!* *( ())& (+ '!*! "+ '!*! "('&+ -( &'&(% 7"& %(!$&'!' )!+*$;(%('2(+ 1(%+&'!+ +()($&'!*!+ !'2( -' "$+"& (+2"-)&, (' (+2( !+&, () 1%&*-21)!("('2>

D-%!'2( () 1%&(+&, )&+ "$("#%&+ *() (-$1& 6("&+ %(!*& )!+ &'*$$&'(+ (' )!+ -(-(%!"&+ -( () (91(%$"('2& 2-:$(+( )-.!% 1!%! 1&*(% 6!(%'&+ &' () &'2%&) *( )!+$2-!$7' 1&*(% *($*$% -$0'(+ +( :(%!' +&"(2$*&+>

T('$('*& (' -('2! )!+ :!%$!#)(+ -( ! 6("&+ (91)$!*& (' () 2%!#!@& !'2(%$&%"('2(,-(%("&+ *(+2!!% -( 2('("&+ *&+ )!+(+ *( 2$1&)&.!+ *( ("1)!!"$('2&+, -( +()!+$;$!' (' *&+ .%-1&+ *(1('*$('*& *( )! ;&%"! (' )! -( !1!%(!' (' )! 2%!"!K

=> E"1)!!"$('2&+ verbales> S&' !-())&+ -( +( '&"#%!' &%!)"('2( 1&% 1!%2( *()&+ 1(%+&'!@(+, 1-*$('*& +(% 1&+$2$:&+ '(.!2$:&+>

> E"1)!!"$('2&+ no verbales> A1!%((' ;+$!"('2( (' )! (+('! '& +('&"#%!'>

A+$"$+"&, 6("&+ &12!*& 1&% *(+.)&+!% !?' "+ (+2&+ *&+ 2$1&+ *( 1%&*-2 1)!("('2K

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CONCLUSIONES DEL EPERIMENTOE' )'(!+ .('(%!)(+, &' (+2( (91(%$"('2& 6("&+ 1&*$*& %(+&):(% :!%$!+ $'7.'$2!+%(;(%('2(+ ! 7"& 1-(*( $';)-$% () 1%&*-2 1)!("('2 (' () &"1&%2!"$('2& %(-(%*& *(

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Personas que perciben el product placement como publicidad

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Personas a las que les produce rechao el product placement

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Análisis Product placement saga torrente

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