INCIDENCIA DE LA LEY ORGÁNICA DE COMUNICACIÓN EN LA PROMOCIÓN DE CERVEZA EN SAMBORONDÓN: ESTUDIO DE CASO

Abstract

Beer brands like any other brand of products or services, make use of advertising alongside with communication strategies to promote their brand and generate sales. However since the beer belongs to the category of alcoholic beverages of moderate use, their communication plan must comply with the regulations of each country where the product distribution is made, in the case of Ecuador, the regulations imposed on the communications law, does not allow the spread of this type of content by mass media. The objective of this research is to identify the effects of the law regulation in the promotion of beer in Ecuador. The theoretical framework in this paper includes several perspectives of the capability of social networks as an alternative mean to mass media. Based on this framework the characteristics of social networks as a tool for information gathering and broadcast are analyzed based on their reach capacity and audience segmentation.