Comunicación disruptiva en el desarrollo publicitario de las pequeñas y medianas empresas

Abstract

The way to generate impact through disruptive communication in small and medium -sized companies is the way to use advertising strategies in an unconventional way. The main purpose of the research was to determine the influence of disruptive communication i n the advertising development of small and medium-sized companies in the canton of Ventanas, province of Los Ríos. The methodology is mixed, descriptive, exploratory and explanatory, surveys and interviews were applied to a sample made up of 30 owners of small and medium- sized companies. obtaining as results that the business owners are unaware of the advantages and benefits of taking advantage of disruptive advertising resources in their businesses that allow them to improve their productivity. In conclusion, to apply disruptive marketing strategies, two objectives must be met, the first is to create proposals to meet the needs of the changing market; and, the second objective is: to redesign the existing offers in the market, that satisfy the demands of the clients; Disruptive marketing works because it focuses on the consumer, not the brand.