by Marçal Moliné · Deusto · tapa blanda · ISBN 9788423407378
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«La comunicación activa. Publicidad sólida» is Marçal Moliné's essay on advertising, published by Deusto in paperback (299 pages, in Spanish).
The work analyses the foundations of solid advertising and the elements that make an ad effective: from message planning to creative execution. Marçal Moliné shows how advertising pieces achieve impact and offers practical keys for campaigns to connect with audiences, combining strategy, planning and advertising craft.
The book falls within the business and economics areas, in the field of marketing and advertising.
For students and marketing and advertising professionals who want to understand what makes an ad effective.
