Abstract

The increase in online audience and the development of Big Data in organizations modify the media planning activity and, consequently, the profile of the planner. Following the digital expansion, more information has become available to perform this task, but also, more complexity [...]

Abstract

Advertising, one of the leading communications media today, requires special techniques for research and documentation without which its effectiveness could be questioned. A brief study is made of advertising documentation in Spain from the theoretical and practical points of view. [...]

Abstract

This paper presents and describes the ESCO Ranking of advertising agencies . The objective of this tool is to assess the quality of the agencies, based on their creative products and a rigorous evaluation of the various prizes received and the prestige of the festivals that granted [...]

Abstract

Community management has emerged as a new profession since the advent of web 2.0. Professional positions and functions have been consolidated and standardized within corporate communication; consequently, many organizations hire community management services or agencies. This paper [...]

Abstract

The UNIR Ranking is a meta-product that evaluates the quality of ads and advertising agencies in Latin America through the awards made in national and international advertising festivals. The project is a novelty due to the vacuum of advertising rankings in the Latin American context. [...]