Comunicación estratégica integral frente a publicidad tradicional

Abstract

Advertising as we used to know it is very different from the publicity carried out today, and that which is predicted for the near future. The economic crisis and changes in technology have meant that nothing which used to work is effective today. Communication cannot be the same because society has changed and so has the relationship between consumers and companies. We want to discover what works now in order to identify possible paths which communication professionals may take in the future. In order to do this, we have studied the winning campaigns of the 2014 El Sol Advertising Festival in the ‘Integrated Campaigns’ section. This was the last section to be created but it now opens the list of winners. In this study we will define the elements which characterize these campaigns, analyze the mechanisms of integration in the different marketing areas and study if new communication channels are being implemented in order to be more attractive or effective for the consumer. This is carried out using quantitative analysis (elements used to achieve a greater impact) and qualitative analysis (of each campaign and the function of each element and all the campaigns together in order to find common elements and check if the function is the same). As a result, we believe that we could be experiencing a new omnichannel model of advertising which integrates different areas of communication in order to achieve business objectives, not only communicative ones. Research and preparatory work before creation, together with strategic planning, are much more important than until these last few years and this is reflected in campaigns.