TY  - JOUR 
AU  - Sebastián Morillas, Ana Belén
AU  - Muñoz Sastre, Daniel
AU  - Núñez Cansado, María Ángeles
PY  - 2020
UR  - https://uvadoc.uva.es/handle/10324/74044
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...
LA  - eng
KW  - communication strategies
KW  - insight
KW  - advertising effectiveness
KW  - Delphi
KW  - case studies
KW  - advertising campaigns
TI  - Relevance of communication strategy and its relationship with insight to achieve advertising effectiveness: the Spanish case
DO  - 10.7764/cdi.46.1786
ER  -