1. ¿INFLUYEN LOS INSIGHTS EN LA CREACIÓN DE CAMPAÑAS PUBLICITARIAS EFICACES?
- Author
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MARTÍN SOLADANA, IRENE and SEBASTIÁN MORILLAS, ANA
- Subjects
- *
ADVERTISING effectiveness , *ADVERTISING campaigns , *BUSINESS meetings , *MEDALS , *STRATEGIC planning - Abstract
This study investigates the relationship between the use of insghts and effectiveness in advertising campaigns. To do so, a review of the terms insight and effectiveness is carried out and subsequently, a qualitative methodology is used with a study of 152 cases recognised with a gold medal in the Effectiveness Awards between 2010 and 20221. The results show that working a campaign with an insight can help to achieve effectiveness, but it has been observed that they are not essential to achieve a memorable campaign that meets the business objectives. [ABSTRACT FROM AUTHOR]
- Published
- 2022
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