Effectiveness of Warketing communication strategies in the telecommunications sector in the city of Barranquilla- Colombia

Abstract

To speak of effectiveness is to measure, analyze and determine results with the use of appropriate indicators according to the purpose. The present article proposes to give a view, from the reality of the users, of the telecommunication services in the city of Barranquilla- Colombia, evaluating if the communication objective is fulfilled in the Guerrilla Marketing or Warketing campaigns implemented by the companies that provide these services. For this, the study that was carried out was descriptive by means of a structured survey applied to a non-probability sample of 53 (fifty-three) users, as expressed by (Hernandez, Fernandez, & Baptista, 2014), the sample For these cases, it is taken according to the criteria of the researcher and according to the needs of the research. In this investigation, it was found that communication strategies in mass media ATL (Above the line) are more effective than guerilla marketing in the city of Barranquilla-Colombia, leaving the internet as a second option to use in the media mix.