Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality

The importance of media planning in advertising is confirmed by its turnover, which in 2021 exceeded eleven billion euros, which is equivalent to 0.96% of Spanish GDP. However, creativity is the object of study that is most admired by both advertising professionals and students, giving this competit...

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Authors: Paniagua-Iglesias, Amaia, Martín-Guart, Ramon, Fondevila i Gascón, Joan Francesc, Pérez-Latre, Francisco J.
Format: article
Status:Published version
Publication Date:2024
Country:España
Institution:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repository:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10256/25878
Online Access:http://hdl.handle.net/10256/25878
Access Level:Open access
Keyword:Comunicació
Communication
Creativitat en la publicitat
Creativity in advertising
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oai_identifier_str oai:recercat.cat:10256/25878
network_acronym_str ES
network_name_str España
repository_id_str
dc.title.none.fl_str_mv Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
title Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
spellingShingle Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
Paniagua-Iglesias, Amaia
Comunicació
Communication
Creativitat en la publicitat
Creativity in advertising
title_short Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
title_full Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
title_fullStr Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
title_full_unstemmed Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
title_sort Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmediality
dc.creator.none.fl_str_mv Paniagua-Iglesias, Amaia
Martín-Guart, Ramon
Fondevila i Gascón, Joan Francesc
Pérez-Latre, Francisco J.
author Paniagua-Iglesias, Amaia
author_facet Paniagua-Iglesias, Amaia
Martín-Guart, Ramon
Fondevila i Gascón, Joan Francesc
Pérez-Latre, Francisco J.
author_role author
author2 Martín-Guart, Ramon
Fondevila i Gascón, Joan Francesc
Pérez-Latre, Francisco J.
author2_role author
author
author
dc.subject.none.fl_str_mv Comunicació
Communication
Creativitat en la publicitat
Creativity in advertising
topic Comunicació
Communication
Creativitat en la publicitat
Creativity in advertising
description The importance of media planning in advertising is confirmed by its turnover, which in 2021 exceeded eleven billion euros, which is equivalent to 0.96% of Spanish GDP. However, creativity is the object of study that is most admired by both advertising professionals and students, giving this competition most of the credit for the success or failure of advertising campaigns. Methodology: The hypothesis is proposed that creativity does not have to be a competence that is limited to professionals who work in the creative and art departments of advertising agencies, but rather that it must be postulated as a transversal competence for different profiles and departments. It reflects on how, within the framework of media hybridization and transmediality and the extensions of the narrative universes as necessary brand discourses, the increasingly complex media planning is dealt with. As a methodology, a questionnaire (quantitative technique) has been carried out to academics and professionals dedicated to creative and art tasks, as well as those responsible for media planning. Results: The results support that, given the current increasingly complex and digitized media landscape, it is reasonable for media planning functions to draw on these creative skills from the early stages of the process to achieve, in this way, the campaign objectives, in a media ecosystem marked by liquid and multiplatform communication. Conclusions: However, the sector is not headed in this direction and agencies still follow excessively conservative processes and structures in a sector where technology is key to segmenting audiences and offering them a personalized message at the right time
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
peer-reviewed
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10256/25878
url http://hdl.handle.net/10256/25878
dc.language.none.fl_str_mv Inglés
Español
language_invalid_str_mv Inglés
Español
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.4185/rlcs-2024-2035
info:eu-repo/semantics/altIdentifier/issn/1138-5820
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad de La Laguna
publisher.none.fl_str_mv Universidad de La Laguna
dc.source.none.fl_str_mv Revista Latina de Comunicación Social, 2024, vol.82, p1-22
Articles publicats (D-FLC)
reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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spelling Relación entre planificación de medios y creatividad en un entorno de hibridación mediática y transmedialidad = Relationship between media planning and creativity in an environment of media hybridization and transmedialityPaniagua-Iglesias, AmaiaMartín-Guart, RamonFondevila i Gascón, Joan FrancescPérez-Latre, Francisco J.ComunicacióCommunicationCreativitat en la publicitatCreativity in advertisingThe importance of media planning in advertising is confirmed by its turnover, which in 2021 exceeded eleven billion euros, which is equivalent to 0.96% of Spanish GDP. However, creativity is the object of study that is most admired by both advertising professionals and students, giving this competition most of the credit for the success or failure of advertising campaigns. Methodology: The hypothesis is proposed that creativity does not have to be a competence that is limited to professionals who work in the creative and art departments of advertising agencies, but rather that it must be postulated as a transversal competence for different profiles and departments. It reflects on how, within the framework of media hybridization and transmediality and the extensions of the narrative universes as necessary brand discourses, the increasingly complex media planning is dealt with. As a methodology, a questionnaire (quantitative technique) has been carried out to academics and professionals dedicated to creative and art tasks, as well as those responsible for media planning. Results: The results support that, given the current increasingly complex and digitized media landscape, it is reasonable for media planning functions to draw on these creative skills from the early stages of the process to achieve, in this way, the campaign objectives, in a media ecosystem marked by liquid and multiplatform communication. Conclusions: However, the sector is not headed in this direction and agencies still follow excessively conservative processes and structures in a sector where technology is key to segmenting audiences and offering them a personalized message at the right timeLa importancia de la planificación de medios en la publicidad se confirma por su cifra de negocio, que superó en 2021 los once mil millones de euros, lo que equivale al 0,96% del PIB español. No obstante, la creatividad es el objeto de estudio que mayor admiración logra otorgándole a esta competencia la mayor parte del mérito del éxito o fracaso de las campañas publicitarias. Metodología: Se plantea la hipótesis de que la creatividad no tiene que ser una competencia que se limite a los profesionales que trabajan en los departamentos creativos y de arte de las agencias de publicidad, sino que debe postularse como una competencia transversal a diferentes perfiles y departamentos. Se reflexiona cómo, en el marco de la hibridación mediática y de la transmedialidad y las extensiones de los universos narrativos como discursos de marca necesarios, se trata la cada vez más compleja planificación de medios. Como metodología, se ha realizado un cuestionario (técnica cuantitativa) a académicos y a profesionales dedicados a tareas creativas, así como a los responsables de la planificación de medios. Resultados: Los resultados respaldan que, ante el actual panorama de medios de comunicación cada vez más complejo y digitalizado, es razonable que las funciones de planificación de medios se nutran de estas competencias creativas desde las primeras fases del proceso para alcanzar los objetivos de campaña, en un ecosistema mediático marcado por una comunicación líquida y multiplataforma. Conclusiones: Sin embargo, el sector no se encamina en esta dirección y las agencias aún arrastran procesos y estructuras en exceso conservadores en un sector donde la tecnología es clave para segmentar los públicos y ofrecerles un mensaje personalizado y en el momento adecuadoUniversidad de La Laguna2024info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionpeer-reviewedapplication/pdfhttp://hdl.handle.net/10256/25878Revista Latina de Comunicación Social, 2024, vol.82, p1-22Articles publicats (D-FLC)reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésEspañolinfo:eu-repo/semantics/altIdentifier/doi/10.4185/rlcs-2024-2035info:eu-repo/semantics/altIdentifier/issn/1138-5820Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10256/258782026-05-29T05:05:01Z
score 15,812429

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