Atl's Advertising Campaign to Promote the Attorney General's Office Institutional Image of the Plurinational State of Bolivia in the City of El Alto
DOI:
https://doi.org/10.52428/20758960.v6i16.879Keywords:
Attorney General's Office, Communication, lnstitutional image, AdvertisingAbstract
An lnstitutional Advertising Campaign was based on the concepts of public institution, lnstitutional lmage, Mass Media, among others. The campaign, which was based on the results of the investigation that had the objectives of knowing public's perception regarding the AGO; investigating the communication strategy and evaluating communication materials thereof. A mixed methodology and a transactionaldescriptive study were developed using deductive and inductive methods and applying techniques such as: Survey, lnterview and documentary research, respectively. The results reflected the lack of knowledge of El Altols society on the AGO and the lack of a structured communication plan for the proper relationship of the institution with its externa! audiences. After obtaining these results, an advertising campaign of ATL'S was planned to promote the institutional image of the Attorney General's Office in the city of El Alto, by creating a presentation for the newspaper, the implementation of the Facebook page for the Internet and the development of an lnstitutional Video Spot.
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References
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