Retos de la publicidad comercial en el sector cuentapropista de Cuba

Abstract

ABSTRACT

This text makes an assessment of the contributions of commercial advertising for the new actors in the Cuban economy, based on the elements to be taken into account for the promotion of the identity brand and the products or services offered to the public. It is a qualitative research supported by documentary bibliographic review. Within the national context, the Yellow Pages section of the Telephone Directory of the Empresa de Telecomunicaciones de Cuba S. A. constitutes one of the main spaces to promote commercial advertising. Meanwhile, digital media provide news, novelty and creativity to promote products and services of various kinds.

Keywords: Commercial advertising, Digital advertising, Non-state sector, Cuba