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Abstract
Given the need that companies have to adapt their business to emergency contexts, it is essential to use marketing programs to reinforce communication with different audiences. Advertising as such can make a difference by using consumer data in creative and strategic communication proposals in virtual environments. This article reflects on digital advertising as a process and defines functions and activities immersed in its design, implementation and control. The fifteen activities described in the model propose an integrative vision of decisions about brand, consumer data, aspects of message design and audiovisual execution.
Realidad Empresarial No. 10, 2020: 25-31
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