Resumo

RIOS PONCE, Marco Antonio; ALVAREZ VALENCIA, Juan Francisco; ARIZAGA TOLEDO, Diana Carolina  e  ARTEAGA HUIRACOCHA, Joffre Sebastián. Relationship between the socioeconomic, sociodemographic and BTL publicity factors in the incidence of childhood obesity in Cuenca-Ecuador. Vis. futuro [online]. 2019, vol.23, n.1. ISSN 1668-8708.

An exploratory-descriptive research was developed to determine the influence that BTL, advertising and electronic media had on children and their parents when choosing food products. Two research methods were applied. A qualitative research gathered information through focus group, interviews with experts and interviews. Then, a quantitative research was carried out through surveys applied to parents of overweight children. Finally, the dato was proessed and the socio-economic and socio-demographic results were obtained. This information allowed to identify the eating behaviors of the families in Cuenca-Ecuador.

Palavras-chave : Social Marketing; Advertising; Below the Line; Childhood Obesity; Communication.