Portada11

Volume X

January - December 2011

ISSN: 1684-0933

Legal deposit: 2002-3086

Vol. I

2002

Author:

Lizardo Vargas

Article

 

Continuidad como valor publicitario

 

Abstract

 

The present paper introduces the concept and convenience of managing brand advertising as a continuum over time, presenting this practice as a value or equity due to its direct relationship with the salience and familiarity levels the brand acquires as a consequence. The advertising continuum as equity is framed in researcher's A.S.C. Ehrenberg view on how advertising works, a view which it's core aspects are stated in the paper's first section.

 

 

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Revista de Comunicación - Facultad de Comunicación - Universidad de Piura