In order to have successful television advertising spot, it is important to define the specifics typical for the product which are acceptable in the country where the spot will air. The purpose of coffee as a product is to appeal to senses and to whet the appetite, preferably in a good company where peace, joy and pleasant atmosphere dominates. The important part of an advertising spot is also demonstration of drinking and preparing coffee so that the consumer can learn how to prepare coffee properly. This product has clearly delimited target audience. In case of instant coffee, the target audience, are men and women from 25 to 35 years. On the other hand, ground coffee is appreciated by men and women in their forties.

La publicidad es un medio requerido, pero no siempre aceptado siendo esta la principal razón por la que se usa diversas corrientes creativas para priorizar la interacción emocional. En adición a esta premisa, la música, como elemento independiente, es bien acogida por las personas, despertando emociones diversas que generan remembranza e identificación. De tal forma, la publicidad y la música trabajan juntas para mejorar la comunicación e imagen de las marcas. El presente trabajo profundiza en el valor de la música original y preexistente como recurso publicitario para el cambio de actitud hacia la marca Movistar mediante el uso de la canción ‘’Soy yo’’ en los spots de la campaña ¡Llegó Preplan! En relación a ello, se expone cómo la música es un medio de entretenimiento y targeting en las creaciones audiovisuales poniendo a prueba el carácter psicológico en los consumidores millennials a la hora de establecer un juicio sobre una marca. Analizando dichos conceptos se parte de la importancia que implica que una marca con tanta presencia en el Perú tenga un impacto negativo. La relevancia y utilidad de este estudio recae en la investigación del valor que el consumidor le otorga a la música en la publicidad audiovisual. A nivel metodológico, se podrá obtener conocimiento de cómo una marca con problemas de aceptación podrá emplear acciones semejantes para cambiar actitudes y mejorar su desempeño en el mercado. / Advertising is a required but not always accepted, this being the main reason why various creative currents are used to prioritize emotional interaction.  In addition to this premise, music, as an independent element, is well received by people, making them feel various emotions that generate remembrance and identification. In this way, advertising and music work together to improve their communication and image of brands. This document studies in depth the value of the original and pre-existing music as an advertising resource for the change of attitude towards Movistar by using the song ''Soy Yo'' in the spots of the campaign ¡Llegó Preplan! In relation to this, it explains how music is an entertainment and targeting way in the audio-visual creations by testing the psychological aspect in millennial consumers when establishing their judgment over a brand. The relevance and usefulness of this study is the research of the value that the consumer gives to music in audiovisual advertising. Methodologically, it will be possible to gain knowledge of how a brand with acceptance problems will be able to employ similar actions to change attitudes and improve its performance in the market. / Trabajo de investigación