Revistes Catalanes amb Accés Obert (RACO)

Cap a un nou paradigma del sector publicitari

Jordi Botey, Víctor Curto, David Morales

Resum


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.

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ISSN paper: 1138-3305. ISSN electrònic: 2340-5007

Facultat de Comunicació Blanquerna. Universitat Ramon Llull.