ADVERTISING COMMUNICATION OF COMPAÑÍA CERVECERA DE NICARAGUA, S.A.

Abstract

In this essay, it was conducted the analysis of the advertising communication carried out by the Compañía Cervecera de Nicaragua in the advertising of national products: Toña beer and the beers: Victoria, Victoria Frost and Victoria Selección Maestro. The types of advertising used by the company were reviewed and the set of advertising messages for each brand was examined in detail, obtaining the conclusion that the four brands of the same brewing company have different advertising communication, oriented to different market segments.