Perception of inclusive advertising by brands targeted for people with special needs

Abstract

The present article exposes which are the problems, preferences and tastes of people with special needs in reference to the perception of inclusive advertising, objective that to be achieved was investigated the definition of perception of inclusive advertising according to authors, an analysis of the factors that influence the purchase decision, the relative knowledge that this group of people have in relation to advertising, a survey and interviews that analyzed the different parameters as people are related to advertising. One of the most notorious aspects of people with disabilities, their relatives or guardians, specialists in relation to the subject agree that brands make inclusive advertising and would like it to be sincere and transparent.