RT info:eu-repo/semantics/article
T1 Relevance of communication strategy and its relationship with insight to achieve advertising effectiveness: the Spanish case
A1 Sebastián Morillas, Ana Belén
A1 Muñoz Sastre, Daniel
A1 Núñez Cansado, María Ángeles
K1 communication strategies
K1 insight
K1 advertising effectiveness
K1 Delphi
K1 case studies
K1 advertising campaigns
AB This qualitative research examines the role that the communication strategies used by brands have played from 2009 to 2018 (both years included), to achieve advertising effectiveness and thus achieve their communication and marketing objectives. The analysis of 39 cases of study of the awarded campaigns in the Gold Category, in business communication efficiency, of the Eficiencia awards in the last 10 years, along with the realization of a Delphi panel of 12 experts from theadvertising sector, in the field of strategic planning, provide real and novel data aboutthis subject. The conclusions show the relevance of communication strategies in thedevelopment of an advertising campaign and to what extent insight is important inthis process, since it appears in 23 of the 39 campaigns analyzed, although in ten ofthem the insight is not evident, but it is possible. The study also provides an insightdefinition and classification, based on the research results, which differentiatesbetween active and human insight –when the person conducts the action andexpresses it through emotions–, and passive and external insight, when the personreceives the action that induces him/her to buy the product.
YR 2020
FD 2020
LK https://uvadoc.uva.es/handle/10324/74044
UL https://uvadoc.uva.es/handle/10324/74044
LA eng
NO Cuadernos.Info, 2020, vol. 46, p. 249-280
NO Producción Científica
DS UVaDOC
RD 05-feb-2025