Abstract
When talking about strategy, it is common to evoke, by historical inheritance, models and concepts related to the military world and war issues, where the transfer of information, the exchange of criteria and opinions, as well as effective communication are, to say the least, "strategic" for their objectives. This concept has undoubtedly been transferred to different contexts of our society as the need to structure in a coordinated manner initiatives, programmes and actions involving and targeting many individuals with the purpose of generating an impact on society has been detected.
| Translated title of the contribution | Strategic Use of Planning for Advertising Campaigns |
|---|---|
| Original language | Spanish (Ecuador) |
| Title of host publication | Perspectivas transdisciplinaria sobre Comunicación Estrategica Digital |
| Publisher | Mcgraw Hill |
| Pages | 1-14 |
| Number of pages | 14 |
| ISBN (Print) | 978-607-15-1790-6 |
| State | Published - 30 Jun 2022 |
CACES Knowledge Areas
- 413A Social and Cultural Studies