文章基本信息

标题：La publicidad y la agencia de medios frente al cambio en el ecosistema mediático
本地全文：下载
作者：Ramon Martín-Guart ; José Fernández Cavia
期刊名称：Cuadernos de Información
印刷版ISSN：0716-162X
电子版ISSN：0717-8697
出版年度：2014
期号：34
语种：Spanish
出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：The advertising industry is experiencing a structural change resulting from a closer relationship between technology and media. The objective of this article is to examine the challenge faced by advertising professionals in this new media ecosystem. In order to do so, an exploratory research to analyze the opinions of professionals has been conducted through a survey distributed via Internet, primarily in Spain and Latin America. The results identify how the transformation of traditional media is towards a multi-platform conversion, which makes it easier for individuals to access audiovisual contents permanently. In this regard, new points of contact with the consumer emerge as a result of interactions with mobile devices and social networks, evolving towards marketing 4.0, where the capacity to anticipate trends prevails, considering that each brand must know what consumers need before they require it.
关键词：agencias de medios, medios de comunicación, medios sociales, Internet, publicidad