Editorial Marketing and Youth: A Case Study at the Autonomous University of San Luis Potosí

Abstract

Young Mexican university students can be found as a highly intriguing demographic to engage with, representing an interesting target audience for both national and international publishing houses, to capture their attention as readers and consumers. The objective of this investigation is to identify the most appealing graphic and visual components, utilized in editorial marketing, that resonate with young university students when it comes to the covers of literary books. The method we used is quantitative approach research with explanatory and correlational scope among young university students in the academic field of Communication Sciences. The results show that University students have significant levels of reading and acquisition of literary bibliographic materials in Spanish reinforced by the marketing strategies used by publishing houses. We can conclude thatthat the studied population sample is highly susceptible to being influenced in terms of purchasing decisions from all those editorial marketing strategies oriented to highly visual physical, graphic/conceptual proposals that favor emotional connections.

Fecha de recepción: 03/06/2024

Fecha de aceptación: 23/10/2024