Vol. 13, Nº. 1 | 1º semester | Published: 01/01/2015

Guest editors: Anna Amorós Pons y Aurora García González (Universidad de Vigo, Spain)

Technological changes in the field of communication are affecting the current advertising context. Digital society has brought great changes in all areas, primarily for communication and particularly for the advertising communication. The proliferation of channels (local and universal, general and thematic, print, electronic, online, etc.), together with the multiplication of sources of information (companies, corporations, NGOs, institutions ...) has led to a progressive increase in advertising or communicative messages.

In this context there is a substantial change in the way advertisers target their messages to consumers. Social media and the Internet are the natural evolution of the advertising and distribution methods and are powerful tools to control and quantify advertising spending. Advertisers require more data and new metrics, the branding gets a new force and there is perceived need for new strategies and online mixed channels.

This monograph covers the state of research from different approaches (theoretical, social-historical, journalistic, creative, social networks, radio, production, economics and business, ethical and legal, public reception) to offer a broad overview of the status of the issue.