Cap a un nou paradigma del sector publicitari

• Autores: Jordi Botey López, David Morales, Víctor Curto
• Localización: Trípodos, ISSN-e 2340-5007, ISSN 1138-3305, Nº. 18, 2006 (Ejemplar dedicado a: L'home anunci. La publicitat en el món contemporani), págs. 109-122
• Idioma: catalán
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• Dialnet Métricas: 1 Cita
• Resumen

  • In this article, the authors attempt to explain some keys to drawing a map of the positioning of the current advertising industry. Several factors such as economic pressure, the tyranny of the short term and the ever-changing scenarios to which, up to now, agencies have not known how to respond, have led us to the loss of perceived value of the traditional advertising agency.