Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)

Roca, David; Mensa, Marta

doi:10.15581/003.22.36265

Cited by 8 publications

(1 citation statement)

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“…For this, an Analysis of Content has been carried out, being a research tool which allows the analysis of the awarded categories which serve to "identify trends" and "provide an objective, systematic and quantitative method" (Yale & Gilly, 1988in Roca & Mensa, 2009…”

Section: Preliminary Considerationsmentioning

confidence: 99%

Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)

Galmés

Fernández²,

Mas³

1970

Communication & Society

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Since the very beginning of research on the structure of the advertising system, advertising awards and acknowledgements have been referred to as one of its essential elements. In the specialised sector, a particular interest in advertising festivals has been acknowledged which tends to mirror the continuous evolution of the commercial communication system. With a clear interaction, festivals are forums in which professionals find suitable inspiration which has an impact on what is suggested by each festival each year for future ones. Hence, they become benchmarks for the present and future. Specifically, in order to show the latter aspect, this paper focuses on the organization of festivals and shows the major present and future advertising trends. In advertising, five major macro trends are addressed (Digitisation, New Alternatives, Innovation, Integration and Results) and following the results of our research, they are all covered in the festival awards. Specifically, according to the way the categories of advertising awards are presented, we have concluded that the digitisation of communications has come to an end; the "new ways" of communication in advertising are very present in all contests as the result of the current marketing communication campaigns in which new ways of communication are gradually gaining a more relevant role; innovation is essentially an advertising value; the context of integrated marketing communications is inherent to current advertising; and the effectiveness and results in festivals are significant.

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Section: Preliminary Considerationsmentioning

confidence: 99%

Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)

Galmés

Fernández²,

Mas³

1970

Communication & Society

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La diffusion scientifique de la créativité publicitaire de 1965 à 2012 / The Scientific Dissemination of Creativity in Advertising from 1965 to 2012

Pérez¹,

Aguerrebere²

2014

Canadian Journal of Information and Library Science

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La créativité est un sujet fondamental pour le processus publicitaire. Elle aide les marques à bien communiquer avec ses publics. Néanmoins, la communauté scientifique ne s'intéresse guère à ce domaine, ce qui a donné lieu à un vide scientifique sur la créativité publicitaire. Ce travail analyse tous les articles publiés depuis 1965 jusqu'à 2012 par les meilleures revues scientifiques spécialisées en publicité :

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Investigación en Comunicación. Estudio bibliométrico de las Revistas de Comunicación en España

Castillo

Carreton

1970

Communication & Society

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La investigación en comunicación cuenta ya con un número apreciable de artículos y textos que han contextualizado la evolución histórica y las principales corrientes doctrinales según los diferentes autores. Sin embargo, todavía son muy escasos los estudios bibliométricos sobre la investigación en las revistas científicas. En este artículo se van a analizar las revistas españolas de comunicación que mayor índice de impacto poseen en el sistema de cuantificación del factor de impacto establecido por INRECS. Para ello, se han analizado las diez revistas de mayor índice de impacto en el año 2008 para conocer el presente de la investigación en España. Los resultados muestran una equiparación de géneros, una media de dos investigadores por artículo y una prevalencia de estudios cuantitativos.

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Las metodologías utilizadas en las investigaciones de creatividad publicitaria (1965-2007)

Cited by 8 publications

References 0 publications

Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)

Advertising from the perspective of festivals: the present and future of commercial communication in the categories of awards (2013-2014)

La diffusion scientifique de la créativité publicitaire de 1965 à 2012 / The Scientific Dissemination of Creativity in Advertising from 1965 to 2012

Investigación en Comunicación. Estudio bibliométrico de las Revistas de Comunicación en España

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