Browsing by Author "Vasco Campoverde, Iveth Estefanía"

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    “Publicidad en relación a la rentabilidad de la empresa MULTISA CAD”.
    (Ecuador: Latacunga: Universidad Técnica de Cotopaxi: (UTC), 2024-08) Vasco Campoverde, Iveth Estefanía; Esquivel Valverde, Angel Francisco
    The objective of the research project is to analyze the relationship between Advertising and Profitability of the company MULTISA CAD-Matrix, Wholesale sector, the study has a quantitative approach that will allow to analyze and interpret results through the collection of financial data, taking into account the descriptive level that was used by the figures and percentages of the calculations that help to understand the impact generated by the investment in sales, in turn the analytical method served for the understanding of the administrative aspects, revealing significant relationships between variables, ensuring robust and applicable results, starting from secondary sources thanks to the Observation technique that enables a visualization of the collection of information through the Record card in which the last 5 years of the company starting from the year 2019 to 2023, where the contribution to profits and sales will be demonstrated, therefore, no sample will be calculated for the work, the results obtained show a significant difference between the variables through the statistical method ANOVA (Analysis of Variance) and Spearman's Correlation Coefficient. Thus concluding that by selecting a solid theoretical framework has allowed validating key indicators and accurately assessing the impact of advertising on profitability through the analysis of the current situation that demonstrates that marketing investments are crucial for financial success, facilitating strategic adjustments based on data for the development of an action plan that optimizes digital advertising and redistributes the budget that ensures a higher return on investment and sustainable growth for MULTISA CAD.