Sistema Regional de Información
en línea para Revistas Científicas de América Latina,
el Caribe, España y Portugal

Traditionally, the different agents involved in the communication process have operated in a relatively competitive sector. In which most of the communication budget has been allocated primarily to conventional mass advertising. In view of this, it is important to carry out an in-depth analysis to determine the type of media to be used to effectively reach the target audience with the message, thereby breaking the indiscriminate use of mass media. The research will be quantitative of a descriptive nature, because it is intended to determine the important factors that must be measured for the analysis of public relations in the commercial and quantitative descriptive sector because quantifiable information will be collected to be used in the statistical analysis. The present work has as main objective to analyze the marketing from a perspective of necessity, making available to the public a product or service that satisfies it in a manner, form, time, price and the appropriate channel in a profitable way, advertising, creating info- commercials that convey a message, a benefit and convince the public about the product, and finally, public relations that has the purpose of interacting with the market and society in general.

Currently, organizations are constantly changing and improving their processes, due to the high levels of competition that exist in the market which forces them to innovate in order to be effective with their products or services. Improve the administration requires that the processes are well designed, it is so process together with continuous improvement management enables the organization design which requires business, determine weaknesses and strengths, to improve the activities and achieving the objectives set by the companies. Research used the qualitative method, which obtained information of scientific journals such as Scopus, Redalyc and Scielo, which gave us information to carry out research on the approach based on the theory for administrative improvement. The information obtained from the above mentioned magazines gives us an answer to how to improve administrative processes, and not only those if the processes that are involved in the Organization, the continuous improvement today is also fundamental for companies because a strict control of the processes and activities that work within the Organization so as to avoid inefficiencies of the resources used can be.

The present investigation addresses the budget execution processes within the Simón Bolívar Decentralized Autonomous Government of the Province of Guayas, its main objective is to analyze the factors affecting the fulfillment of the budget planning, in the framework of the achievement of goals oriented towards the efficient and effective budget management. The study is carried out according to the legal framework of the National Public Finance System of the second book of the Organic Code of Public Finance; It is also supported by COOTAD rules and budget regulations and scientific articles in accordance with the topic raised, its empirical methodology starts from a qualitative documentary study, with a sample of two economic periods 2017 and 2018, the administrative feasibility lies in the information collected in the Financial Direction of the municipality; giving as a main result that despite the difficulties in the management of collection in the own resources of items in financing sources and of fiscal resources type of current income, this GAD has demonstrated an acceptable achievement of the goals for the two semesters of the years studied. I can improve efficiency and effectiveness if these contribution mechanisms are strengthened as well as budget planning and programming

The objective of this research is to analyze a functional application model for small and medium enterprises (MSMEs), with the purpose of determining the optimal production preferences of a specific production system. The problematic that originates this investigation is the methodology of projection of the costs that practice this type of companies in the market, based on models of mathematical determination. The methodology applied is of an analytical nature of a transversal type, the development of equations determined the variables of the factorial study. The result of the research consists in the application of a scenario that represents the optimal level of transport costs of MSMEs, which interact in the market.

Transfer, that is, the application of the knowledge and skills acquired in a formal educational environment to a new context is an important area of research within the fields of education and management. Motivation to transfer is consistently identified in the literature as one of the most influencing variables in the transfer process. However, there is a lack of knowledge on how to motivate the learner to apply the content learned in training to a new context. The present study seeks to identify the predictors of motivation to transfer by reviewing the literature on the related fields of education and management. Results suggest that predictors cluster around variables related to the learner, the work environment, and less on variables related to the design of the intervention. The present study highlights the need for more research of qualitative nature, especially on education is needed to further the understanding on motivation to transfer.

Quality in institutions of higher education is an interesting topic at both governmental and institutional levels. The evaluation can be seen from different perspectives according to lots of approaches and tools, some of which are compulsary while others are not. Evaluation has different scopes, evaluation agents, methodology, results, recipients and frames of reference. So, we cannot get a unique quality measurment, there will be as many measures depending on the users of the evaluation processes and the methodology used. In this paper, different measurement alternatives are analyzed by documentary research, as licensing, accreditation, improvement, management control systems, internal auditing, certifications, student perception and rankings. The processes can be combined, complementing each other, because they have different purposes, scopes and nature of procedures to apply in order to collaborate in the analysis of quality. These aspects should be clear to the users, otherwise it would lead to an incomplete or incorrect analyses of the results.

ABSTRACT Nowadays, a main aspect within companies when they are looking for an advertising campaign is that they’re only profit focused, thinking it has a high cost, and there’s not investment, resulting on low sale volumes when they try to make themselves known. When companies start a campaign, they must remember that costumers become loyal by the brand, good, product or services offered, so if we are talking about brand loyalty, companies must aim to retain their clients, using advertising campaigns which influence consumers on the purchase chain as well as creating emotions so the brand, good, product or service is kept on the costumer minds, providing total satisfaction at the time of acquisition and the customer who puts an additional value or “the plus” for their purchase. A well developed company, can make it not only being recognized on the sector it is located, but can make its market growing and be noticed abroad. On the digital age, and using advertising campaigns, only a few companies choose to maintain conventional strategies, relying on their economical power maybe because of the variety of products, resulting on a higher investment when they have a wide range of products; or, if they have a short portfolio, they can use conventional strategies. It is important to know how brand loyalty becomes a key objective of advertising campaigns in the commercial sector, so trough consumer’s allegiance, companies can find which products they have to focus brand loyalty on and how it is influenced. Using a quantitative methodology through surveys on the commercial sector of Ambato, which is main pillar of the city’s economy that generates jobs and contributes to industrial growth For this article, medium and large companies in the city have been taken into account, giving a total of 4768 companies, without neglecting SMEs, since their constant struggle to improve, small companies take the big ones as an example, dreaming on growing, both on infrastructure and technology, with the acquisition of equipment to go from being a small workshop into taking shape as a constantly developing company. All of the above can be demonstrated by using advertising campaigns as these can help the growth of a company through the media and the selecting of a target market. An important role is creating a message that is is clear, precise and concise, reaching consumers mind and has an optimal range; and a sample frequency according to the investigation and of course, that can be flexible. The article concludes in the fact that advertising campaigns and brand loyalty greatly influences the final result of the client’s purchase of a product, good or service, and hence the enormous importance that companies must have within their work team a person specialized in marketing.

The study of female entrepreneurship has aroused economic and political interest, as well as academic and scientific attention, therefore, it is important to contribute to the generation of knowledge of this subject that is still in an incipient state. This research analyzes the social factors that influence female entrepreneurial activity in South America. It is based on a review of specially specialized literature, an empirical level that applies principal component analysis (ACP) with data from the Global Entrepreneurship Monitor (GEM) for the period 2008-2013. The results show that the factors related to social and cultural aspects such as: creating an enterprise is a professionally socially accepted option for women, promoting self-employment or the creation of businesses among women and both men and women have equal access opportunities to create a company, they maintain a high degree of significance with female entrepreneurship in the analyzed countries. One aspect to conclude is related to some reflection notes and challenges that address aspects that are not being contemplated in the societies of the South American region.

The purpose of this research is to determine the causes that make writing difficult for students in the sub-level of basic middle school. It has a quantitative approach, a diagnostic test was used to determine the most common text writing difficulties; the direct observation guide, which was applied to the classes of the do-hundreds classroom tutor, observing the teaching work; The survey that, based on the application of the “questionnaire”, allowed to determine which of the factors involved in the teaching-learning process (sociological, pedagogical and psychological) is the main generator of difficulties. It has a non-experimental design because the variables were not manipulated, in turn, the research is descriptive. A non-probabilistic sampling was used, for convenience, in which 37 students were selected, which is considered to have greater editorial difficulties. The results showed that the pedagogical factor is the one that stands out in the generation of writing difficulties, so guidelines are established to support the improvement of writing skills; followed by the sociological, where it was observed that some students who do not have help from relatives, have writing problems; and the psychological one, taking into account some learning difficulties that cause graphomotor and semantic problems.

The content strategy of Inbound Marketing is a tool that allows the identification of connection points with users, at the same time increasing potential customers and ensuring that customers are the ones looking for products. The objective of the study is to determine if the Inbound Marketing content strategy manages to develop the motivation to purchase products online in the province of Tungurahua. The research presented was not an experimental design. The study was quantified and detailed in an analytical way the criteria of the people. The scope of the research was correlational, because it was related to the factor, the purchase motivation, and the most used means in web pages. In turn, a survey was applied to 384 people that was approved by professionals, in order to make a diagnosis of the situation in the province of Tungurahua regarding the level of knowledge and use of web pages and social networks to reach the customer and attracts traffic. The main results reflect that: the internet and social networks are the new trends in the commercial sector and also a very important fact that they are safe at the time of making the online purchase. This model aims to take advantage of technology, dissemination of content, convert visits into customers, increase confidence in credibility to achieve brand positioning and market competitiveness.