Estrategias de comunicación publicitaria como respuesta a la crisis económica en España: Coca-Cola como caso de estudio

Abstract

Inside the communication corporate, the Social Responsibility of the companies has earned a big importance constituting part of the basic point of the business strategies. And is in the advertising communication where more are contemplating this phenomenon: the messages constitute the most important core to the hour to contemplate the strategies because it is where truly finds the efficiency advertising. The advertising market is suffering deep changes that reflect the input of society in a globalized world, the emergence of new technological tools especially the maturity of the people and organizations in building and participating in advertising. The economic crisis in Spain has led to a new stage where the advertising effectiveness is reflected by the type of messages and social actions that brands communicate.