Evolution and effectiveness of advertising strategies: Their impact on brand positioning.

Abstract

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