Elena Fernández Blanco

Las estrategias publicitarias de las marcas en el contexto de crisis

The economic crisis has shown a situation that had been happening on strategic communication for years: the undermining of the established advertising model. Organizations face a progressive loss of communicative effectiveness of advertising, to the difficulty of connecting emotionally with consumers, the decline of conventional media, to the explosion of the era of personal relations and the hegemony of a citizen, proactive, critical, that it questions the very concept of communication. All this context means that businesses and organizations to redefine their advertising strategies, changing objectives, public values, languages, ways and means to connect with their audiences. The aim of this paper is the study of the major strategic choices that are developing advertising for their brands organizations in the current crisis. To do so, it addresses the analysis of the advertising strategy of a significant sample of the main advertisers on the national scene, representing various sectors of consumption. Through content analysis, discourse analysis combined with the advertising strategies of major brands proceed to the establishment of analytical variables and the categorization of the objectives, strategies, actions and discursive constructions that brands develop their communication policies. The main results of the research are that makes betting on four main types of advertising strategies: the strategy of the U-brands, the defense of traditional brand equity, the strategy focused on price as their main argument and strategy offensive dealer marks around quality.