Revista Latina

Metadata - 2010
DOI: 10.4185/RLCS–65–2010–890–159–175

<title>RLCS, Revista Latina de Comunicación Social</title>
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<meta name="DC.title" content="
Spanish Advertisers and the New Communication Context: A Qualitative Approach”/>
<meta name="DC.creator.personalName" content="Dr. Juan Benavides Delgado"/>
<meta name="DC.creator.address" content=""/>

<meta name="DC.contributor.editor" content="Dr. José Manuel de-Pablos-Coello"/>
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<meta name="DC.Date.availableated"lang="es" scheme="iso8601" content="2010"/>
<meta name="resource-type" content="scientific paper"/>
<meta name="distribution" content="Global"/>
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<meta name="rating" content="General"/>
<meta name="digital objet identifier, DOI" content="DOI: 10.4185/RLCS–65–2010–890–159–175"/>
<meta name="DC.Description" lang="en" content=“Revista Latina de Comunicación Social, RLCS, is a scientific journal edited at the University of La Laguna, ULL (Tenerife, Canary Islands) in the Laboratory of Information Technologies and New Analysis of Communication, LATINA according to its initials in Spanish, founded in 1987 by Dr. José Manuel de Pablos Coello, under the protection of special doctorate programmes for Latin American professors. The journal publishes under the main summary almost exclusively research papers written following the formula IMR&DC+B: introduction, methodology, results and discussion plus conclusion, with a updated bibliography: at least 70% of the bibliographic entries must be from the past 10 years and half of them from scientific journals in Spanish and English languages. Reviewers make a double blind peer examination. This is a collective and inter-university project, including many professors and researchers from almost all Spanish and Portuguese speaking countries. The journal is the following databases: EBSCO (USA), DOAJ (Lund University, Sweden), Redalyc (Mexico), Dialnet (Spain); and is indexed by the CINDOC-CSIC in DICE, ISOC, RESH, Office of Latin American Education, OEI according to its initials in Spanish; Dulcinea, etc. In Spain the journal is a reference in the Directory of Index of Spanish Periodicals of Social and Communication Sciences, IN-RECS, of the University of Granada, UGR. RLCS occupies the first position in the cumulative index for the periods 2003-2007; 2004-2008 and the year 2008”/>

<meta name="DC.Description.tableOfContents" lang="en"/>

<meta name="DC.contributor.referee I" content=" Report 1: Article 18-10: Spanish advertisers and the new context of communication: a qualitative approach.This article presents the results of thorough research and qualitative on the current context of Spanish advertisers. The theme of this research is innovative and necessary for the present and full of changes, which is having the communication sector.In the first part, the author contextualizes and thus justifies the importance of this work. The context of communication is in revolution, because of changes that are occurring. It is therefore necessary to collect and analyze the role the Spanish advertisers in this context. They are the part of the investment in communication, therefore it is imperative to understand what needs, what is your opinion about the new communications landscape and what kind of investment in communication performed today. These rules are necessary to focus in a more effective communication in Spain.The author speaks of changes made to the media in the skills, relationships and advertiser company structure and perspective and attitude of the public to understand also the new insights that have the advertiser at present. Therefore, collect all the necessary perspectives to frame the object of study.From these necessary considerations, the author provides research with a comprehensive field work, with a methodology very clear and very consistent with the proposed objectives. The phases of qualitative research and the sample are in line to achieve the proposed objectives and research lines to be analyzed by the author.The research results are presented in a clear way to expose and thematic block: who is the new advertiser, where is the communication in the company, what type of communication done, what is the opinion about the current context of communication, how they see the future of communication and what are their major speeches at the time of making communication in the current context.The tables and charts provided further help and clarify the data obtained by the field study. The conclusions section is complete and, moreover, the author provides some recommendations very interesting, from his point of view and based on experience gained with in-depth interviews. Finally add that the bibliography is very complete.The article is very timely, comprehensive research and provides a relevant and necessary for the communicative context in which we are immersed.– Drs. Cristina González Oñate and Carlos Fanjul Peyró - Universidad Jaume I, Castellón."/>
<meta name="DC.contributor.referee II" content="Report 2:The article "The Spanish advertisers and the new context of communication: A qualitative approach" refers to an orderly and clear a set of factors of analysis related to advertising practice in Spain.The theoretical and conceptual framework is solid and well-documented state of the art. From an instrument framed in qualitative methodology realizes the speech of advertisers selected for the study is reported in a systematic and categorical scheme illustrated graphically.The analysis is comprehensive and detailed and properly sequenced, allowing the author/s, concrete conclusions and close with a set of recommendations.The article is part of the annals of advertising activity in a time formats, formulas, advertising and media are rapidly changing and where the consumer plays progressively more active. This report can be a valuable reference for scholars interested in this field. It is recommended for publication.– Dr. Jorge A. Cortés Montalvo - Universidad Autonoma de Chihuahua, Mexico."/>

<meta name="DC.description.abstract" content="Abstract: This article analyses the current way advertising is run by Spanish advertisers, as well as the tendencies and new working outlooks for the next few years. The current changes taking place in advertising communication are the starting point for this research project of an applied nature, whose results are presented here. This context of change is characterised by technological advances, the hegemony of the consumer, and changes in the media, professional routines and the relationships and structure of the corporate advertiser. The main objectives of the research were to understand the role of advertising within the general structure of the company, analyse the relationship of the advertiser with the agents involved in the communications industry and identify the main problems which are causing the present system of advertising to move towards new working methods. Using qualitative methodology –in–depth interviews of major Spanish advertisers– as a basis, we proceeded to the analysis of the main subject areas in the way advertising is run by the advertisers and the discourses which articulate the advertisers’ understanding of the practice of communication."/>
<meta name="DC.keywords" content="Keywords: advertisers, trends in communication, advertising, consumer, brand, strategy."/>
<meta name="DC.identifier" LANG="es" SCHEME="URI"/>
<meta name="DC.publisher.corporateName" content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="" content="2010"/>
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<meta name="DC.relation.isPartOf" content="1138-5820" scheme="ISSN"/>
<meta name="DC.rights"content="Universidad de La Laguna (Tenerife, Islas Canarias). LAboratorio de Tecnologías de la Información y Nuevos Análisis de Comunicación, LATINA"/>
<meta name="DC.TERMS.bibliographicCitation" content="
Benavides Delgado, Juan et al (2010): "Spanish Advertisers and the New Communication Context: A Qualitative Approach", in Revista Latina de Comunicación Social, 65, pages 159 to 175. La Laguna (Tenerife, Canary Islands): La Laguna University, retrieved on ___th of ____ of 2_______, from
DOI: 10.4185/RLCS-65-2010-890-159-175-EN"/>