Spanish Advertisers and the New Communication Context: A Qualitative Approach

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.

Digital transformation in the advertising industry from a gender perspective: an analysis of the top agencies

“…Regarding the feminization of the sector, previous evidence (Benavides-Delgado et al, 2019;APG;Club de Creativos, 2019;Martín-Llaguno, 2007;2008) confirms a parity in the sex distribution, as corroborated by the results of this study. Thus, despite the fact that a greater number of men (59%) than women (41%) were detected in the sample, the results allow us to confirm a balanced composition in the terms defined by Organic law 3/2007 of March 22 for effective equality between women and men.…”

“…This study presents a vision of the large agencies, focusing in particular on the presence of digitization and tasks close to R+D+I. However, it is necessary not to lose sight of the digital transformation of small and medium-sized enterprises (SMEs), which represent the bulk of the advertising sector in Spain (Benavides-Delgado et al, 2019), and its geographical area. In this regard, most of the agencies consulted in the First study of the advertising population of Spain (APG; Club de Creativos, 2019) were small or medium-sized, and concentrated in Madrid.…”

“…Despite the high feminization of the related studies (EducaBase, 2019) and workforce (Benavides-Delgado et al, 2019), advertising shows characteristics similar to other industries. Previous research has revealed an uneven distribution both vertically and horizontally by sex in Spanish advertising agencies (García-González; Piñeiro-Otero, 2011; Martín-Llaguno, 2007; 2008; Moreno; Fuentes; Khalil, 2018; Pueyo-Ayhan, 2010; Soria-Ibáñez; Gómez-Nieto, 2017), although this is a widespread phenomenon (Arnberg; Svanlund, 2017; Crewe; Wang, 2018; Grow; Deng, 2014).…”

Effective communication models in advertising campaigns. A strategic analysis in the search for effectiveness

“…The advertising industry demands a higher dose of efficacy in its campaigns (Álvarez, 2012) and this calls for creativity and strategy to be totally aligned in the advertising messages if what is really sought are results that go beyond sales alone (Checa, 2000). Advertising saturation (Benavides et al, 2010), ecosystem changes as a result of the digital boom (Campos, 2010), changes in the form of content consumption (Cuesta, 2012) and the new consumer profile (Gil & Romero, 2008), call for strategies of an emotional character to connect with audiences and generate memorable campaigns (Ollé & Riu, 2009).…”

“…The panorama of the moment is one in which the advertiser faces numerous complex challenges. The lack of differentiation between products and brands has become a symptom apparent across developed markets (Benavides-Delgado et al, 2010). There is a saturation of communication that surpasses the attention threshold as well as the fragmentation of media which presents an obstacle to reaching objectives.…”