Abstract

SOJO GOMEZ, Jairo Roberto. Planning Estratégico desde la Semiótica y el Pragmatismo de Pierce. Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2021, n.93, pp.152-167.  Epub Aug 20, 2021. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi93.3858.

The paper to present addresses some theoretical concepts of pragmatism and semiotics of Charles Sanders Peirce, in relation to the sign, the relationships established between signs and their projection to the Strategic Planning Advertising - Planning. Based on these theoretical elements, a semiotic model of strategic planning is proposed, resulting from the research project: "Semiotics, planning and advertising strategy, Pragmatism projections to contemporary communication" funded by the Jorge Tadeo Lozano University and executed in 2014-2015 . The question that guides the presentation is: Which elements of Pragmatism and Peircean semiotics can be projected to a strategic planning model in advertising? For the development of the paper work three fundamental arguments of pragmatism, known as phenomenological categories, which are related to the sensations, actions and thoughts that arise in the human mind. They are related between the feelings of the people, the actions they do and the thought of those actions and that in the advertising exercise are associated with the sensations that the consumers have against the products or brands, the purchase actions and the filiation processes with brands (strategic branding). This sequential approach allows proposing a strategic advertising planning methodology tied to measurable and efficient results. The model of Strategic Planning Advertising - Planning, was used with great success in 4 cases EFFIE College 2016 in Colombia. The result in this competition was: 2 finalists and one Gold in the case of the Bancolombia client.

Keywords : Semiotics; Peirce; advertising; strategic planning model.

        · abstract in Spanish | Portuguese     · text in Spanish     · Spanish ( pdf )