Comunicación estratégica para campañas de publicidad social
Keywords:
Social advertising, Social marketing, Target adopter, Change agents, Communication strategic planning
Abstract
Social advertising has been gaining a strong importance due to the transformation processes required by the society and has the same needs as business and organizations communicate strategies for stronger links with their target audiences. This article proposes strategic parameters for conducting social marketing campaigns to enable better communications performance of organizations and, most importantly, a real impact on the community..Downloads
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Published
2011-04-05
How to Cite
OROZCO TORO J. A. . (2011). Comunicación estratégica para campañas de publicidad social. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 4(2), 169-190. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU1010220169A
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In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
