Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness. Communication & Society, [S. l.], v. 32, n. 4, p. 109–124, 2019. DOI: 10.15581/003.32.36739. Disponível em: https://revistas.unav.edu/index.php/communication-and-society/article/view/36739. Acesso em: 15 jul. 2025.