The adaptation of advertising to its new scenario

Authors

  • Carlos J. Rodríguez Rad

Abstract

Many are the symptoms that suggest that the complex world of advertising is in crisis: mass dismissals in most advertising agencies, bankruptcy of some agencies that until recently were considered solid and strong, increasing difficulty to get new accounts and even to maintain existing ones, etc ...

Keywords

advertising, crisis

References

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CEBRIAN, M. (1993): las nuevas estrategias publicitarias en televisión, en Televisión y consumo. Jerez, Consejería de Salud. pp.11-21.

FADY, A. (1985): Merchandising. París: Librairie Vuibert,

GUARDIA, R. (1991): Nunca vendas a un extraño. Bilbao: Deusto.

MARTIN, E. (1993): Marketing. Barcelona: Ariel.

MOUTON, D. (1989); Merchandising estratégico. Barcelona: FundEmi Books.

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POPE, J. (1990): Telemarketing. Madrid: Maeva.

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SANTESMASES, M. (1991): Marketing: Conceptos y estrategias. Madrid: Pirámide.

DOI

https://doi.org/10.5565/rev/qp.215

Published

1994-07-31

How to Cite

Rodríguez Rad, C. J. (1994). The adaptation of advertising to its new scenario. Questiones Publicitarias, (3), 82–95. https://doi.org/10.5565/rev/qp.215

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Copyright (c) 1994 Carlos J. Rodríguez Rad

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This work is licensed under a Creative Commons Attribution 4.0 International License.