• Presentación

  Natalia Abuín Vences

  149-150

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Editorial

• Urge pensar la publicidad

  Ubaldo Cuesta Cambra

  151-152

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Articles

• Environmental dissemination to climate change in Camagüey province, Cuba

  Tel Pino Sosa, C. Mayra Emeria Gonzalez Díaz

  153-165

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• Determining factors in the effectiveness of Viral Mobile Marketing

  Guadalupe Aguado Guadalupe, Alberto García García

  167-181

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• Marcello Dudovich, the great advertiser

  Rut Francia Ferrero

  183-214

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• Strategies of «city placement» (placement of cities in movies) in promoting Spanish tourism. The case of "Zindagi Na Milegi Dobara" ("You Don’t Get Life a Second Time", 2011)

  Alfonso Méndiz Noguerol

  215-232

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• Hollywood stars such as prescribers in the advertising spot: an asset for brands and advertisers

  Juana Taveras Suero

  233-255

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• Rational VS Emotional Content in Mobile Advertising

  Lluís Mas Manchón, Fernando Morales Morante, Judit Castellà-Mate

  257-275

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• Legal analysis of institutional advertising: study of properties nominated in the campaign Marca Peru

  Claudia Solis Hoyos, Tomás Atarama Rojas

  277-291

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