ANÁLISIS DEL MARKETING SENSORIAL COMO ESTRATEGIA PUBLICITARIA NO CONVENCIONAL. CASO HILOS DE ORO

Abstract

The following research aims to analyze the sensory marketing as an element or preponderant aspect in the unconventional advertising “Hilos de Oro” brand, in order to determine what influence it has on potential consumers. Therefore, it is preceded to the realization of the theoretical framework, which will define each terms; this literary synthesis is the base of the research methodology and analysis of results. Thus, it is achieved to have a detailed delimitation on the neuromarketing and the importance of the senses in marketing, purchasing decisions and the significant role of the individual's perceptions. The study shows that sensory marketing applied by the brand Hilos de Oro is one of the most effective ways to attract the target audience, achieving impact and positioning in the consumer's mind, leading to the conclusion that unconventional strategies are effective methods of persuasion and influential tools in the buying behavior. The case study is through the Hilos de Oro brand, and took a sample of its customers to make surveys that refer to the brand and its unconventional advertising. Finally, the results of the survey help us to see if the advertising strategies employed are being captured by consumers.