Evaluation of university advertising in the written press of Ecuador, a longitudinal study

Authors

DOI:

https://doi.org/10.25029/od.2019.239.17

Keywords:

Communication, Advertising, Press, University, Ecuador

Abstract

The objective of the study is the evaluation of university advertising in the Ecuadorian press. The methodological technique of longitudinal study was applied, analyzing 772 advertisements published in three leading newspapers during every Sunday in 2016 and 2017. This study identified what type of universities, content and visual attributes stood out, and what audiences they were targeting. The conclusions include the predominance of promotional content of private universities that are aimed at potential students and the value that persists in the written press despite the rise of online advertising. The year 2017 exceeds in ads to 2016.

Author Biographies

Adriana Graciela Segura-Mariño, Pontificia Universidad Católica del Ecuador, Santo Domingo Campus (Ecuador)

Master in Marketing. PhD student in Education and Social Communication at the Universidad de Málaga. Full time professor. Marketing manager in the Promotion and Communication Department of the Pontificia Universidad Católica del Ecuador, Santo Domingo branch. Lines of interest: organizational communication, marketing, advertising, higher education.

Francisco Javier Paniagua-Rojano, Universidad de Málaga (Spain)

Doctor of Information Sciences in the specialty of Journalism. Professor and researcher at the Universidad de Malaga. Secretary of the "Strategic and Organizational Communication" section of the Spanish Association of Communication Researchers. Director of the Communication Secretariat of the Universidad Internacional de Andalucía. Lines of interest: organizational communication, journalism.

Cristhian Marcelo Moreira-Cedeño, Pontificia Universidad Católica del Ecuador, Santo Domingo Campus (Ecuador)

Master in Communication and creative industries. Full time professor. Media manager in the Promotion and Communication Department of the Pontificia Universidad Católica del Ecuador, Santo Domingo Branch. Lines of interest: organizational communication, journalism, cultural industry.

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Published

2019-10-02

How to Cite

Segura-Mariño, A. G., Paniagua-Rojano, F. J., & Moreira-Cedeño, C. M. (2019). Evaluation of university advertising in the written press of Ecuador, a longitudinal study. Obra Digital, (17), 109–124. https://doi.org/10.25029/od.2019.239.17

Issue

No. 17 (2019): Social networks and new technologies in multidisciplinary lines

Section

Miscellaneous

License

Obra Digital uses a Creative Commons International licence 4.0 

Copyright for authors

Creative Commons.org Licenses 4.0