Online Media and Crisis? of Advertising Media Planning

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Title: Online Media and Crisis? of Advertising Media Planning
Other Titles: Los medios online y la ¿crisis? de la planificación de medios publicitarios
Authors: Papí-Gálvez, Natalia
Research Group/s: Grupo de Estudios sobre Comunicación Estratégica (E-COM)
Center, Department or Service: Universidad de Alicante. Departamento de Comunicación y Psicología Social
Keywords: New media | Media research | Advertising planning | Online audiences | Big data
Knowledge Area: Comunicación Audiovisual y Publicidad
Date Created: 2014
Issue Date: 2015
Publisher: Asociación para el Desarrollo de la Comunicación, adComunica | Universidad Complutense de Madrid. Departamento de Comunicación Audiovisual y Publicidad II | Universitat Jaume I. Departamento de Ciencias de la Comunicación
Citation: Papí-Gálvez, Natalia (2015), Online Media and Crisis? of Advertising Media Planning, (english version), traslated from Papí, Natalia (2014). Los medios online y la ¿crisis? de la planificación de medios publicitarios, adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, nº7, pp. 29-48. DOI:
Abstract: Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.
ISSN: 2174-0992 | 2254-2728 (Internet)
Language: eng
Type: info:eu-repo/semantics/article
Rights: It can be used citing the source properly.
Peer Review: si
Publisher version:
Appears in Collections:INV - E-COM - Artículos de Revistas
Institucional - IUIEG - Publicaciones
Institucional - IUIEG - Publicaciones

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