Evolución y efectividad de las estrategias publicitarias: Su impacto en el posicionamiento de marca

This article aims to explore how advertising strategies have evolved and been effective, as well as to understand their impact on brand positioning and their influential role in the perception, recognition, and effective positioning of brands in a market that has been constantly transforming, presenting technological, cultural, and social shifts over time. The methodology for this article is qualitative, involving a bibliographic review of 25 articles related to the topic of this article in order to understand what has happened and is happening over the years. Through this analysis, we seek to identify patterns and trends that have influenced the way brands have managed to capture the attention of consumers, adapting to new communication channels and market behaviors. We will also delve into how companies use data and advanced technology to segment their target audiences and personalize their messages, allowing them to be more effective in promoting their products and services. This process of adaptation and change responds not only to market developments but also to the expectations and demands of consumers, who increasingly seek more authentic and personal experiences with brands. This article will analyze the main advertising strategies that have emerged in recent years, as well as the innovations that have transformed traditional advertising practices.