Relevance of the insights in the strategic and creative process of advertising campaigns
Abstract
In this paper is discussed of the importance of insight in the advertising sector. This implies knowing its origin, as well as its importance in the strategic and creative process of advertising campaigns. Methodology. A qualitative methodology is used by the Delphi method. Interviews with strategic planning experts show the use of insight in advertising agencies when developing effective advertising campaigns. Results A good insight helps connect the brand with the consumer and helps advertisers meet their campaign goals. Results. In order to achieve effective publicity, insight has to connect with people, create value, identify... and even if not, this effectiveness is not guaranteed. Conclusions You can not attribute the effectiveness of advertising campaigns solely and exclusively to a good insight, they are also important elements such as creativity or strategy, among others.
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