If to this he includes/understands it boy, then he includes/understands anyone, more if one is products of massive consumption. Eye, I am not against the creativity nor of the geniuses, but our publicity does not sell does not serve in the matter of promotional communication. I worked many years as executive of accounts of international an advertising agency and could experiment and to observe the frustration of more of some advertiser than made great time reversals and money for, in the end, obtaining results in very bad sales. Before approving an announcement we must be asked: Correctly it is focused towards our objective market? the means selected for its spreading (it presses, radio, fences, material MGP, TV, Internet, etc.) they are those that arrive ” target”? It catches the attention of our prospectuses? It communicates the benefits of our products and/or services? It persuades them to take action? It generates positioning of our mark? He is not recommendable to send an advertising campaign if before she is not pre-testeada by means of studies of investigation like the focal groups or surveys, because don’t mention it serves that agency and we like the commercial announcements if these do not motivate market objective to buy or to prefer my mark between all the competitors of the market. These notes also are valid in the corporative communication, on handling of crisis, campaigns of lobbying, communication and political propaganda, etc. The principles and the processes of communication are similar in the commercial communication and the corporative communication. In the end everything is the same: To generate positioning to sell, trtese of products, ideas or proposals that they require of popular consensus. I finish all it in a phrase: The publicity before everything must communicate, not only and solely to amuse neither to entertain nor to be obliging..

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