Listar COM_Articles por autoría "5c07cf17-d737-4a8d-aac6-b1eaab78637c"
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Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness
Gonzalez-Oñate, Cristina; Vázquez Cagiao, Pablo; Farrán-Teixidó, Eduard Servicio de Publicaciones de la Universidad de Navarra (2019)In striving for effectiveness these days, sales alone cannot be the single foremost objective. Other factors can contribute to the creation of a virtuous cycle and have an impact on sales. These too should be measured when ... -
Rational vs emotional communication models. Defenition parameters of advertising discourses
Gonzalez-Oñate, Cristina; Farrán-Teixidó, Eduard; Vázquez Cagiao, Pablo Universidad de Sevilla (2018-05)The new information technology, as well as changes in the consumer, have generated transformations in the strategic advertising focus. Since rational communication focuses on the product, it seeks clarity by articulating ...