Abstract
Marketing has evolved with the use of technology and digital media. This research is aimed at optimizing TV Color strategies to strengthen the presence and identity of TV Color in the Latacunga communication market. For this purpose, it was necessary to apply a methodology that begins with a field investigation, with a mixed qualitative and quantitative approach, of a descriptive nature. The study population corresponds to the population between 15 and 75 years old, through a representative sample segmentedby urban and rural sector, parishes, gender and age group. The results reflect weaknesses in the channel's current marketing and little presence in the media, the demand focuses on adults. For this reason, a strategy optimization plan was proposed based on the Inbound Marketing methodology, aimed at capturing the young audience.
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