Advertising Plan: Dissemination Event of Factors That Give Opening to the Franchises in the Town of Escárcega

Abstract

Escárcega is a municipality belonging to the southeast of Mexico, its location is at an important point because it connects the Yucatan peninsula with the rest of the country. Therefore, this presented work sought to cover the need to externalize information through the design and implementation of a publicity plan that would allow disseminating to a group of businessmen of a medium-high economic level of the municipality of Escárcega, the pertinent information regarding the factors of success that open the franchises in the town of Escárcega, as well as their background, guidelines and policies, so that they are provided with the basic knowledge to make important decisions that help expand their line of business and improve their economy. This was carried out using the methodology of Flores de Gortari & Orozco Gutiérrez (2007) on the criteria of administrative communication and to obtain information from businessmen, the focus group tool and its 9 aspects proposed by Benassini (2009) were used. ). Therefore, a population of 64 entrepreneurs from the town of Escárcega was studied, from which a sample of 24 suitable candidates was selected to be part of the focus group that met similar characteristics such as; medium-high economic position, be a resident of the town of Escárcega, have an SME in the social or service sector.