The New Advertising, A New Integrating Process
Abstract
The paradigm of advertising communication is changing. It is not only a matter of adapting to the media that is being born and to the emergence of new technologies; it is a matter of giving answers to a new consumer, a new reality; to a world that is saturated by messages: an integral and integrated answer. Far from the menace that many perceive in new technologies, in this study we can see that, when well employed, such new technologies become the best ally for companies and agencies which now have very powerful tools at their disposal to efficiently connect with the public. The campaigns subject to study are an example of that. Beyond its creative brilliance, it is proved that this kind of integrated communication works, achieves its goals or even surpasses them. As we can notice, a new complicated and exciting era begins, in which nothing is written beforehand.Downloads
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Área Abierta. Revista de Comunicación Audiovisual y Publicitaria is an open access journal that does not charge authors for article processing (submission, review or editing) or publication.
