Análisis de Estrategias Publicitarias para el Posicionamiento de las Instituciones del Sector Bancario de Ecuador

The strong establishment of information and communication technologies in the daily activities in society has not been avoided in commercial organizations, for the purposes of this research, specifically the banking sector, which are institutions that seekthrough different means such as advertising to improve their positioning in the markets. The objective of this study was to analyze the content of the advertising strategies for the positioning of the institutions of the banking sector in Ecuador. For this purpose, an empirical, cross-sectional, descriptive and inferential study was carried out, using observation and a survey as research tools, validated by experts and applied to 385 banking clients. It was determined that the three Ecuadorian banking institutions with the highest positioning are: Banco del Guayaquil, Banco de Pichincha and Banco del Pacífico. According to the perception of the clients, it can be pointed out that the selection of these institutions was due to the fact that their advertisingtransmits a message that is based on their trajectory in the market, the soundness of the banking institution and as well as the perception of security and trust. The color blue is commonly used in these institutions since, according to the reviewed literature, this color evokes in its recipients, sensations such as peace, tranquility and calm; Crucial sensations to choose the banking institution that will manage the client’s monetary wealth.