Gonzalez-Oñate, C., Vazquez-Cagiao, P. and Farrán-Teixidó, E. 2019. Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness. Communication & Society. 32, 4 (Nov. 2019), 109-124. DOI:https://doi.org/10.15581/003.32.36739.