ANÁLISIS DE LOS STAKEHOLDERS COMO INSUMO DE ENTRADA EN EL DISEÑO DE UN PLAN PUBLICITARIO.

The interest groups of a company can be internal or external and are called Stakeholders, which are not always considered in the decision-making of organizations. In this sense, determining the importance of Stakeholders as input for the design of the advertising plan is vital. For this reason, the case of several Latin American companies and Ecuadorian companies of different social names was considered, which, analyzed from a descriptive research design supported by the bibliographic review of the positions that have emerged in relation to Stakeholders, demonstrate their impact on the advertising plans. The results allowed to expose the conceptual bases that argue the proposal to include this interest group as a factor of success in the advertising design of companies. From which it is concluded that its analysis helps the company to effectively define its sales processes aimed at satisfying the needs of interested parties, generating competitive advantages in the market where it operates. [ABSTRACT FROM AUTHOR]