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Access type: UnknownAuthor: search.filters.author.Ana Cecilia Vaca-Tapia

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    Analysis of Advertising as a Source of Financing for the National Private Television Company RTU (Ecuador)
    (IEEE, 2019-06)
    Ambar Micaela Espinosa-Andrade
    ;
    Ana Cecilia Vaca-Tapia
    ;
    Verónica Crespo
    ;
    MANCIATI ALARCON, ROBERTO XAVIER  
    The research revolves around the national private television company RTU (Ecuador) with respect to the influence of business models on stable economic development. The purpose of this study is to discover the structure of the company (history, mission, vision and values), perform an analysis of internal strengths and weaknesses (FD) of the fundamental departments that compose it and a description of the income of the years 2010 to 2018, to verify advertising as an elementary tool for staying in the market. Through the results the concepts on advertising are argued and with an economic table elaborated with data from the Superintendence of Securities and Insurance Companies, assets, liabilities, net worth, income, expenses and profit are analyzed from 2010–2018. or loss of the exercise. It is noted that the company under study is in a period of adaptation to the new business models offered by the digital market.
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    How Sustainability Is Defined: An Analysis of 100 Theoretical Approximations
    (MDPI AG, 2021-06-07)
    Arturo Luque González
    ;
    Jesús Ángel Coronado Martín
    ;
    Ana Cecilia Vaca-Tapia
    ;
    Francklin Rivas
    <jats:p>Sustainability processes are imperfect, hence there is a need to analyze their construction, evolution and deployment. To this end, a sample of one hundred sustainability constructs was taken, together with their conceptual approaches, in order to gauge their impact and to ascertain the dimensions to which they belong. A frequency count and categorization were carried out using Google, which saturated in seven dimensions: economic, social, environmental, legal, political, ethical and cultural. A higher-order association of these hierarchies was then proposed, establishing a triad model that indicated only the most representative combinations of dimensions resulting from the extraction of the most significant definitions. From these definitions and in accordance with their frequency of use in Google, it is inferred that the current concept of sustainability is based on the economic-social-ethical category. This highlights the distance between what, a priori, seems to implicitly allow any definition of sustainability and the existing reality.</jats:p>
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    Marketing and Digital Press: Information Consumption Patterns in Colombia During COVID19
    (Springer Singapore, 2021-10-01)
    Verónica Crespo-Pereira
    ;
    Ana Cecilia Vaca-Tapia
    ;
    MANCIATI ALARCON, ROBERTO XAVIER  
    ;
    Sofía Isabel Cabrera-Espín
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    The Transformation of the Ecuadorian Private Television RTU: Marketing Strategies and COVID-19
    (Springer Nature Singapore, 2023-09-05)
    Ana Cecilia Vaca-Tapia
    ;
    Verónica Crespo-Pereira
    ;
    Manuel Escourido-Calvo
    ;
    MANCIATI ALARCON, ROBERTO XAVIER  
    TV consumption has increased due to COVID-19 crisis. The demand of local and valuable news has been crucial for this rise. Under the premise that the pandemic crisis could have acted as a trigger for the adoption of new forms of content production and advertising formulas for many broadcaster, this paper analyzes the transformation of the Ecuadorian national private television channel RTU. The research carried out the RTU’s financial analysis of 2018, 2019 and 2020 to understand its economic situation and the consequences of the decisions and initiatives implemented in the last years. The research also carried out semi-structured interviews with the aforementioned broadcaster managers and experts in order to understand the changes fostered given the new economic, social and technical scenario. The research allows us to evidence that the linear TV is on crisis, in special among younger audiences. RTU has drastically reduced its team due to the decrease of revenue in advertising ad the unattractive content to young audiences. Having in mind this situation, RTU is encouraging innovation on human resources management, revenue streams (digital advertising formats), distribution platforms (social network) and products/content adapted to society demands such as short videos, influencers, interaction and feedback.