Advertising campaign for the promotion of the Regional Ethnographic Museum of Cabaiguán

Abstract

The research arose from the need for the recognition of the Cabaiguán Regional Ethnographic Museum by the inhabitants of the territory as the main exponent of a part of the history of Cuba, demanded by the Government and Culture direction in the territory. The objective was to design an advertising campaign that promotes the museum as an exponent of peasant roots. The methodology used was of the qualitative type, consisting of the case study, ethnographic, going through phases: the search for theoretical and methodological references for the design of the campaign, the diagnosis of the promotion of the institution and the design of the conceptualization itself. oriented to the management of promotional actions. It is a descriptive research and was nourished by techniques and methods such as document analysis, interview, observation, questionnaire, and data triangulation. As a result, an advertising campaign was designed to promote the museum at the national level, posters, billboards, posters, and folders with information about the Institution were used to disseminate it. The slogans of the campaign were specified, as well as radio and television spots for dissemination at the local and provincial level. The result gave the Institution a reference guide for the subsequent implementation of communication plans in the short and medium term, based on the consolidation of a more coherent and comprehensive communication management process that ensures its promotion.