La voz del consumidor en comunicación comercial: 40 años de evolución de la Planificación Estratégica publicitaria

• Autores: Cristina Sánchez Blanco
• Localización: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales, ISSN 1696-019X, Nº. 12, 2011, págs. 87-105
• Idioma: español
• DOI: 10.31921/doxacom.n12a4
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 2 Citas
• Resumen

  • La Planificación Estratégica en publicidad nació en 1968 gracias a dos publicitarios londinenses que vieron la necesidad de conocer a fondo al consumidor e integrarlo en el desarrollo de la publicidad y supuso una revolución en el mundo publicitario de aquella época. La publilcidad, los medios de comunicación y el consumidor han sufrido cambios importantes por lo que el planificador también ha evolucionado para adaptarse. En este artículo se compara la situación de la publicidad en los años del origen de la disciplina y en la actualidad para entender la transformación del rol del planificador y su relevancia hoy en comunicación comercial.

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