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Title: Diseño del plan de medios para el posicionamiento de los seguros novedosos de la empresa ARC Seguros Ltda en la ciudad de Bucaramanga y su área metropolitana
Authors: Albarracin Hernández, Carlos E.
Galvis Bastos, Jesús A.
metadata.dc.contributor.advisor: Andrade Díaz, Ricardo.
Keywords: Media plan
ARC Seguros Ltda
Issue Date: Feb-2015
Publisher: Bucaramanga : Universidad de Santander, 2015
Abstract: Objective: To propose a media plan that allows customers of Bucaramanga and its metropolitan area informed of new insurance options and innovations offered by the company ARC Seguros Ltda. Methodology: In this research a quantitative approach was applied, this will be evidenced in the choice of method of collection of numerical data; for population sample was took as a selection tool, the internal database of existing customers which represents a total of (N = 5291). Other Selection was the execution of surveys conducted randomly in which 358 individuals were randomly selected. The type of sampling is probabilistic developed where all qualified individuals have a greater than 0 to be chosen (0.5) possibility, this type of sampling allows the scientific argument results on the total population with controllable margins from design and reliability precisely calculable for each consideration. The margin for this project acceptable error was 5% for a confidence level of 95 % Results: It was determined the medium of choice and higher frequency by which customers wish to receive the information of new insurance options and innovations offered by the company, could also observe the degree of interest of customers for each of the selections.
Description: 97 p. Cd
Appears in Collections:AAHA. Trabajos de Grado

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