Biblioteca Digital de VanguardiaFROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING
In this article a theoretical approach will be made to the concept of strategy in swimming and how some of its basic concepts can be used by the account planner to develop skills when deploying advertising communication strategies. For the above, a documentary and exploratory research was carried ou...
| Autores principales: | , , |
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| Formato: | Artículo |
| Lenguaje: | Español |
| Publicado: |
Universidad Pontificia Bolivariana
2020
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| Materias: | |
| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4076 |
| _version_ | 1782344935071023104 |
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| author | Muñoz Sánchez, Omar Cardona Sánchez , Melissa Gómez Giraldo , Manuela |
| author_facet | Muñoz Sánchez, Omar Cardona Sánchez , Melissa Gómez Giraldo , Manuela |
| author_sort | Muñoz Sánchez, Omar |
| collection | Revista |
| description | In this article a theoretical approach will be made to the concept of strategy in swimming and how some of its basic concepts can be used by the account planner to develop skills when deploying advertising communication strategies. For the above, a documentary and exploratory research was carried out that responds to a qualitative research method, whose information collection techniques were based on a bibliographic review on swimming, specifically freestyle and its strategies, techniques and tactics; in addition to conducting participant observation and semi-structured interviews directed to expert trainers, competitive swimmers and non-expert adolescents, about their points of view on this issue. This proposal gains value when it is taken into account that a college student, a master's student, and a teacher with doctoral training participated in the research and construction of this article, as a way of integrating research training processes at different levels. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4076 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40762020-10-03T17:34:30Z FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING DE LA ESTRATEGIA EN LA NATACIÓN A LA ESTRATEGIA EN LA PUBLICIDAD Muñoz Sánchez, Omar Cardona Sánchez , Melissa Gómez Giraldo , Manuela estrategia planificación de cuentas natación técnica táctica strategy planning scores swimming technique tactics In this article a theoretical approach will be made to the concept of strategy in swimming and how some of its basic concepts can be used by the account planner to develop skills when deploying advertising communication strategies. For the above, a documentary and exploratory research was carried out that responds to a qualitative research method, whose information collection techniques were based on a bibliographic review on swimming, specifically freestyle and its strategies, techniques and tactics; in addition to conducting participant observation and semi-structured interviews directed to expert trainers, competitive swimmers and non-expert adolescents, about their points of view on this issue. This proposal gains value when it is taken into account that a college student, a master's student, and a teacher with doctoral training participated in the research and construction of this article, as a way of integrating research training processes at different levels. En el presente artículo se hará un acercamiento teórico al concepto de estrategia en la natación y cómo algunos de sus conceptos básicos pueden ser aprovechados por el planificador de cuentas para desarrollar habilidades al momento de desplegar estrategias de comunicación publicitaria. Para lo anterior, se llevó a cabo una investigación documental y exploratoria que responde a un método de investigación cualitativa, cuyas técnicas de recolección de la información se basaron en revisión bibliográfica sobre la natación, específicamente el estilo libre y sus estrategias, técnicas y tácticas; además de realizar una observación participante y entrevistas semiestructuradas dirigidas a entrenadores expertos, nadadores competitivos y adolescentes no expertos, sobre sus puntos de vista frente a este tema. Esta propuesta cobra valor cuando se tiene en cuenta que en la investigación y construcción de este artículo participaron una estudiante de colegio, una estudiante de maestría y un docente con formación doctoral, como una forma de integrar los procesos de formación investigativa a diferente nivel. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4076 Colección Académica de Ciencias Sociales; Vol. 4 Núm. 1 (2017): Ene-Jun; 40-50 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4076/3774 |
| spellingShingle | estrategia planificación de cuentas natación técnica táctica strategy planning scores swimming technique tactics Muñoz Sánchez, Omar Cardona Sánchez , Melissa Gómez Giraldo , Manuela FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title | FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title_full | FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title_fullStr | FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title_full_unstemmed | FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title_short | FROM STRATEGY IN SWIMMING TO STRATEGY IN ADVERTISING |
| title_sort | from strategy in swimming to strategy in advertising |
| topic | estrategia planificación de cuentas natación técnica táctica strategy planning scores swimming technique tactics |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4076 |