Resumen

PALADINES GALARZA, Fanny Yolanda; VALAREZO GONZALEZ, Karina Paola  y  YAGUACHE QUICHIMBO, Jenny Jovita. The Integrated Communication, a Determining Factor in the Ecuadorian Company Management. Signo pensam. [online]. 2013, vol.32, n.63, pp.110-128. ISSN 0120-4823.

Public relations, advertising and marketing agencies contribute to the dynamism of the economy of Ecuador, for which they make effective use of communication techniques to strengthen the image and reputation of organizations towards their public. This research aims to determine the support that agencies provide to the integral communication management of organizations. This research is pioneer in the country and is born by the lack of information regarding the agencies. Through quantitative and qualitative research we obtained information related to the companies that offer such support. The results reveal that in Quito and Guayaquil is where the greatest settlement of such companies exists. The advertising and marketing agencies offer integrated communication services; there are also public relations agencies that are increasingly gaining more space in the policy of business communication.

Palabras clave : Integrated communication; agencies; advertising; marketing; public relations; Corporate public relations; communication management; advertising; economics.

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