Cristina Sánchez-Blanco, professor at School of Communication at the University of Navarra, together with 11 of the most prominent planners in Spain, has just published the book Planificación Estratégica. La relevancia del consumidor en comunicación comercial analizada por los planners, the first book written on this subject by the professionals themselves.    

B The book offers a complete overview of this discipline, focused on obtaining a global knowledge of consumers to position them at the center of commercial communication and thus increase advertising effectiveness.

At a time when investment is expected to fall on advertising, advertisers are looking, more than ever, for profitability and effectiveness in their campaigns. "However, consumers are becoming more demanding, better informed and more fragmented across a wide variety of media. Therefore, it is necessary to have professionals dedicated exclusively to know them in depth and incorporate all that knowledge in the advertising process, so that advertisers reach their audiences in an effective way, and persuasive communication fulfills its goal", explains Sanchez-Blanco.

Following this need, the experts address in the book, published by publishing house Universitas, topics such as the importance that currently acquires the knowledge deep consumer, ideas for the development of effective advertising strategies, the work of the planner today in the environment of advertising agencies, media planning agencies and companies in other sectors, as well as ways to build powerful brands, among other topics.