En el presente trabajo se analiza la importancia del insight en el sector publicitario. Esto implica conocer su origen, así como su importancia en el proceso estratégico y creativo de las campañas publicitarias. Metodología. Se utiliza una metodología cualitativa mediante el método Delphi. Las entrevistas a expertos de la planificación estratégica muestran la utilización del insight en las agencias de publicidad a la hora de desarrollar campañas publicitarias eficaces. Resultados. Un buen insight contribuye a conectar la marca con el consumidor y ayuda a los anunciantes a cumplir los objetivos de sus campañas. Resultados. Para conseguir una publicidad eficaz el insight tiene que conectar con las personas, crear valor, identificación…, y aun así no se garantiza dicha efectividad. Conclusiones. No se puede atribuir la eficacia de las campañas publicitarias única y exclusivamente a un buen insight, también son importantes elementos como la creatividad o la estrategia, entre otros.

Traditionally, it has been argued that companies should maintain a neutral stance on issues of a social or political nature, especially controversial ones. However, in recent years, corporations have begun to adopt clear positions on sensitive and polarizing social and political issues. This new phenomenon, called corporate activism, is beginning to gain prominence in corporate strategies, which now extend beyond business objectives and sometimes may go against the beliefs held by many customers. To date, studies aimed at identifying whether these types of actions benefit or harm companies are scarce, and none of them have focused on consumer perceptions. Adopting the latter approach, this work identifies the antecedents and effects of corporate activism, and the influence that political ideology can have as a variable moderating these effects. Analysis of a sample of 1,521 individuals representative of the Spanish population using a structural equation model yielded the following results: (i) institutional and corporate credibility and authenticity act as antecedents of corporate activism, (ii) when credibility in institutions diminishes, consumers perceive that corporations should be more involved in social and political affairs, even when controversial or polarizing, (iii) reputation and brand equity are considered effects of corporate activism, and (iv) political ideology acts as a variable moderating these effects, in such a way that individuals with a more conservative ideology do not appreciate that companies that get involved in activist initiatives will enjoy positive consequences on their reputation and brand equity, while individuals with more liberal views do perceive such positive effects. These findings help companies to guide their strategic decisions, especially those related to corporate social responsibility (CSR), as well as help governments and institutions to understand the social changes that are taking place and understand the role that consumers expect corporations to play today.

Defending social and political positions other than those that a company's clients might support has always been an avoidable risk. However, this practice, called ‘corporate activism,’ has gradually been integrated into the strategies of organizations. The object of this work is thus to understand the antecedents of corporate activism from the consumer's point of view. To understand this, we carry out structural equation modeling (SEM) based on a sample of 1,521 consumers. The results demonstrate that: (i) institutional credibility, corporate credibility, and authenticity act as antecedents of corporate activism; (ii) corporate credibility has a positive influence on corporate activism, while institutional credibility has a negative impact. These findings represent an interesting and novel contribution that helps to understand how these types of high-risk strategies should be adopted. The application of these results could enable companies to determine the conditions that favor a positive evaluation of corporative activism by consumers and avoid the use of such strategies in less favorable situations.

This research analyzes the profiles and professional skills required from graduates in Advertising in Spain by companies and recruiters. We carried out a content analysis of the job offers addressed to graduates in Advertising published in January 2019 in Spain on the digital platform LinkedIn. The offers information was systematized in categories related to descriptive data (type of contract, data on required skills, etc.). The analysis of the results reveals a certain degree of confusion on the part of the companies when it comes to establishing the limits between the profile and professional skills of a graduate in Advertising and those of graduates in Fine Arts, Marketing and Business Administration. The analysis has also confirmed the significant changes that the digital age has generated in the profiles and professional skills described in higher education with respect to those currently in demand in the labor market.

Resumen A finales de 2020 Flash dejará de funcionar en Chrome. Planteamos la posibilidad de que esta herramienta, que marcó toda una época, pase a la historia recordada con los tintes negativos de la frase "Flash: 99% bad" de Nielsen y las 6 razones de Jobs para no utilizar esta tecnología en sus dispositivos móviles. Presentamos la información recabada para definir una investigación online que permita dar respuesta a esta cuestión. La consulta, activada con motivo de Symposium grafica, utilizará una estrategia de muestreo de "bola de nieve" y permanecerá activa hasta la desactivación del plugin en el buscador de Google. PalabRas Clave Motion design; animación; Macromedia; Adobe; historia del diseño. Flash: 99%…What??? abstRaCt Google Chrome will stop supporting Flash by the end of 2020. We consider the possibility that this tool, which defined an entire era of web design, will go down in history remembered in negative terms like those in Nielsen´s "Flash: 99% bad" and Jobs´ reasons for avoiding this technology on Apple´s mobile devices. We present the information gathered to define an online research designed to answer this question. The query, triggered during Symposium grafica, will use a "snowball" sampling strategy, and will remain active until the deactivation of the plugin on the Google search engine.