Modelo de planeacion estrategica basado en el endorsement del patrimonio cultural. Estudio en Cartagena de Indias 2018

Within an analysis found in the relationship between culture and heritage, new perspectives have emerged in the concept of cultural wealth. That wealth warns the presence of a historical and social construction, to the point that advertising generates day to day intangible value to the heritage from the perception of local people and visitors to the Caribbean region that then becomes consumption. Thus, understanding that advertising plays a crucial role in the development and reproduction of heritage and culture, strategic advertising planning must be more creative to recognize through this new methodology, how to establish solid pillars of communication when the narratives of the main actors who live the heritage are taken. The following variables will be considered: Ritualization or expression communication variables, communication variables of meaning transfer and decoding communication variables (construction of meaning) that will contribute to a better achievement of results for advertising campaigns that count the incredible heritage of the Caribbean region.