Dynamic and contextual advertising. The revolution of audiences and the empowerment of media, codes and networks
Abstract
The article presented, seeks to reflect on the importance of advertising as a social and cultural phenomenon, which must take into account for their advertising strategies, the contexts in which audiences are mobilized, their forms of communication, the empowerment they have with the media, networks and the incorporation of codes of easy processing that allow interaction and dynamism, making advertising constantly turn over qualitative and quantitative research for decision making and generation of advertising messages. The result of effective advertising strategies invites advertising to be dynamic as well as the societies to which it communicates, and contextual to be aware of social and cultural changes and transformations.
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