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versión impresa ISSN 0719-3661versión On-line ISSN 0719-367X

Resumen

SEBASTIAN-MORILLAS, Ana; MUNOZ-SASTRE, Daniel  y  NUNEZ-CANSADO, Marian. Relevance of communication strategy and its relationship with insight to achieve advertising effectiveness: the Spanish case. Cuad.inf. [online]. 2020, n.46, pp.249-280. ISSN 0719-3661.  http://dx.doi.org/10.7764/cdi.46.1786.

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 the advertising sector, in the field of strategic planning, provide real and novel data about this subject. The conclusions show the relevance of communication strategies in the development of an advertising campaign and to what extent insight is important in this process, since it appears in 23 of the 39 campaigns analyzed, although in ten of them the insight is not evident, but it is possible. The study also provides an insight definition and classification, based on the research results, which differentiates between active and human insight -when the person conducts the action and expresses it through emotions-, and passive and external insight, when the person receives the action that induces him/her to buy the product.

Palabras clave : communication strategies; insight; advertising effectiveness; Delphi; case studies; advertising campaigns.

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