The research group Strategy and creativity in advertising and public relations carries out their theoretical and empirical work in the following areas:
Strategy and creativity. It studies the different languages (visual, textual, auditory and conceptual) and their application in advertising campaigns, and other products and promotional activities. They seek to analyze trends in strategic and creative methods developed by the advertising and public relations industries today, applied to both public and private organizations.
Audience analysis. It explores the effect that commercial communication has on stakeholders, by sector, applying the following processes: opinion-leader setting; agenda-setting and message impact; interaction dynamics in brand communities.